1

Wave 37, June 2016 Vegetables tracked: Pumpkin, Carrots, Cauliflower, Beans, Baby Broccoli, Parsley & Silverbeet

This project has been funded by Horticulture Innovation Australia using the vegetable levy and funds from the Australian Government. 2

Contents

1 Executive Summary 3

1 Tracker Ad-hoc Questions 12

1 Overall Vegetable Tracker 18

1 Beans 22

1 Carrot 41

1 Cauliflower 61

1 Pumpkin 80

1 Baby Broccoli 100

1 Silverbeet 110

1 Parsley 128

1 In the Media 148

1 Background & Methodology 152 3

Wave 37: Executive Summary 4 Industry Insight.

Previous research as part of Project Harvest suggested that 77% of consumers want vegetables to be more prominent in meals they eat out of home and this is exactly the idea starting to emerge through dietary guidelines in countries such as the Netherlands.

In a significant departure from previous guidelines, earlier this year the Health Council of the Netherlands formulated their guidelines focusing on individual foods, rather than individual nutrients, and on the nation’s ten most prevalent chronic diseases related to unhealthy eating patterns.

The most revolutionary aspect of the new guideline was a recommended decrease in the consumption of meat, leaving the majority of the diet plant-based. Specifically, recommendations included the following:

7 Eat vegetables on a daily basis 7 Eat fruit on a daily basis 7 Eat dairy on a daily basis 7 Eat whole grain brown bread on a daily basis 7 Limit consumption of meat to no more than 500g weekly 7 Eat fish on a weekly basis 7 Choose vegetable-based proteins on a regular basis 7 In comparison, the 2013 Australian guidelines recommend up to three serves of lean meats, poultry, fish, eggs, tofu, nuts, seeds and/or legumes a day, which equates to a maximum of 195g of red meat a day – more than double that recommended by the Netherlands.

It will be interesting to see whether the next iteration of the Australian Dietary guidelines follow the Netherlands’ lead, recommending a lower consumption of meat and allowing vegetables to take centre stage – a move that many consumers would welcome. Beans Grower Action Plan. 5

Wave 37 Fast Facts – Beans

7 Beans have a strong level of importance and of consumers do not buy green beans as they endorsement, sitting just above the Vegetable 32% don’t want to waste any. Average.

7 Beans are purchased around 4 times per month and are consumed 9 times per month, both slightly lower than the previous wave. 1. 2. 7 Consumers purchase 590g of beans per shop. Insight: Insight: Recalled last spend is $3.40. Overall, consumers perceive beans to be good value for money. Overall purchase was lower this This wave sees an increase in month, with consumers less fears of wastage and short shelf 7 National price tracking indicated the average price likely to purchase from specialist for green beans in June was $6.63 per kg. life inhibiting purchase of beans. and independent retailers.

7 Awareness of bean types decreased for most varieties this wave. Broad remained the most recalled type, followed by Green and Runner. Long Term Short Term 7 Beans are expected to stay fresh for just over a Recommendation: week, and freshness expectations are met most of Recommendation: the time. Investigate packaging and Ensure widespread availability transport formats of beans 7 Ease of preparation and health are the main across retail outlets, as limited across the supply chain. New influences on purchase of beans. Not wanting to supply could lead to an overall technologies that can increase waste any and already consuming enough are the reduction in consumer purchase. primary barriers to purchase. freshness and shelf life will add value to consumers. Carrot Grower Action Plan. 6

Wave 37 Fast Facts – Carrots

7 Importance of carrots was low again this month; Products were launched containing carrot. however, consumers are satisfied with the range 2085 available.

7 Carrots are purchased approximately 4 times per month. Consumption of carrot occurs 14 occasions per month, around once every second day.

7 On average, consumers purchase 1.1kg of carrot. 1. 2. Recalled last spend was $2.70. Consumers perceived carrots to be very good value for money. Insight: Insight: Increase in purchase of carrots in the 7 National price tracking indicated the average price for There has been a decrease in future is lower than the Vegetable carrots in June was $1.79 per kg, which was snacking occasions. reasonably consistent between state and retailers. Average, indicating that the category is stagnant. 7 Awareness of carrot types remains low, with just over two-thirds of consumers unable to recall a type of Short Term Long Term carrot. Colour is the main trigger for unprompted carrot variety awareness. Recommendation: Recommendation:

7 Carrots are expected to remain fresh for over 13 The growth opportunity in the food Re-engage consumers with carrots by days with these expectations generally being met. industry is snacking, which has seen investigating new product development

exponential growth over recent options that are trending overseas, 7 Health and taste are the key triggers to purchase. including carrot jam, carrot bread and The main barrier to future purchase are not wanting years. Position carrots as the carrot lemonade juices. Bringing varietals to waste any. ultimate snack food by educating consumers on the health benefits, from overseas or growing new varietals value and versatility. domestically may also reinvigorate the category. Ensure new products and varietals highlight flavour profiles and health benefits for increased trial. Cauliflower Grower Action Plan. 7

Wave 37 Fast Facts – Cauliflower

7 Cauliflower holds low importance to consumers and of consumers used cauliflower when there is little interest in new varieties. The majority of 13% cooking a new recipe. consumers indicate that their purchase of cauliflower will remain stable in the future.

7 Purchase of cauliflower occurs 3 times per month and is consumed 8 times per month. Purchase is typically from mainstream retailers. 1. 2. 7 Overall, cauliflower is perceived to be relatively good value for money (6.2/10). Consumers on average Insight: Insight: purchase 0.9kg, with recalled last spend at $3.50. Perceived health benefits and Overall importance of cauliflower is 7 Price tracking for June 2016 revealed an average low with consumers. However, they versatility of cauliflower have both price of $4.69 each, slightly lower than in February highly value Australian grown. increased as a trigger to purchase. 2016 ($5.03 each). Long Term 7 Spontaneous recall remains very low for cauliflower, with over two thirds of consumers unable to name a Short Term Recommendation: type. Recommendation: To capitalise on these purchase 7 Health and ease of preparation are the strongest decisions, ensure health and triggers to purchase, while not wanting to waste any Increase overall importance with nutritional information is available and already consuming enough are the two biggest consumers by clearly highlighting barriers. to consumers when purchasing Australian grown product at point of cauliflower. A information card that 7 Consumers expect cauliflower to remain fresh for sale. Country of origin signage contains recipe ideas and cooking nine days, with expectations of freshness largely met. largely goes unnoticed in-store; techniques will also encourage therefore, communication needs to purchase. be eye catching and engaging to resonate with consumers. Pumpkin Grower Action Plan. 8

Wave 37 Fast Facts – Pumpkin

7 Consumers are satisfied with the range of pumpkin consumers perceive pumpkin to be available, and overall it has high levels of 7.0/10 good value for money. consumer sentiment.

7 Purchase and consumption frequency of pumpkin both increased, with approximately 9 consumption occasions per month. Purchase is mainly from mainstream and specialist retailers. 1. 2. 7 Consumers on average are purchasing 1.3kg of Insight: Insight: pumpkin. Recalled last spend is $3.20. Purchase of small and large pre- An increasing number of 7 Price tracking revealed a national average of packaged formats are on the rise. consumers indicate they do not $3.37 per kg for butternut pumpkins, relatively know how to fit any more pumpkin consistent with the previous wave. into their diet. Short Term 7 Awareness of pumpkin remains high, with high Recommendation: recall across multiple types of pumpkin. Long Term As health continues to be a driver Recommendation: 7 Taste and health are the key influences to of purchase, use this information to purchase. Barriers to purchase include not wanting engage consumers in future Position pumpkin as the versatile to waste any and already consuming enough to vegetable that can be used in a balance their diet. purchase. The packaging on pre- prepared formats is the ideal variety of dishes and replacements 7 Consumers expect pumpkin to remain fresh for platform to educate consumers on for current staples, such as approximately 12 days once purchased. These the health benefits of pumpkin, as potatoes. Promote cooking ideas expectations are being met most of the time. well as providing quick and easy such as pumpkin mash, roast recipe ideas that will appeal to time pumpkin, pumpkin soup etc. Warm conscious consumers. dishes will appeal during the winter months. Baby Broccoli Grower Action Plan. 9

Wave 37 Fast Facts – Baby Broccoli

7 There is a high level of endorsement for baby of consumers purchase baby broccoli as it broccoli, with consumers likely to recommend to 51% cooks quickly. family and friends. Consumers are also satisfied with the range of baby broccoli available.

7 Purchase of baby broccoli occurs around 3 times per month and it is consumed 6 times per month. Purchase is typically from mainstream 1. 2. retailers. Insight: Insight: 7 Consumers on average purchase 0.5kg, Less than half of fresh vegetable Expense is a key barrier to purchase typically bunched. Recalled last spend is $3.30. consumers are purchasing baby baby broccoli.

broccoli, and those that are, are 7 Price tracking revealed an average price of using them in the same recipes each $2.55 per bunch, slightly higher than the previous wave. meal. Long Term

7 Ease of preparation, health and taste remain the Short Term Recommendation: strongest triggers to purchase, already Position baby broccoli as a premium consuming enough and price are the two Recommendation: vegetable by highlighting Australian biggest barriers. To encourage greater trial and provenance and flavour profile

purchase of baby broccoli provide (delicate in comparison to regular 7 Consumers’ expectations of freshness are alternating recipe cards at point of largely met, consistent with the previous wave. broccoli). This will increase the value sale or on packaging tags. This will proposition for consumers and create engagement with consumers, position the vegetable outside of and will appeal to Eager Explorers quick meal occasions, into weekend who are open to try new vegetables and entertaining. as well as recipes. Silverbeet Grower Action Plan. 10

Wave 37 Fast Facts – Silverbeet

7 Consumers are satisfied with silverbeet, sitting just consumers rate silverbeet as above the Vegetable Average. One fifth of 6.8/10 good value for money. consumers indicated that they will purchase more in the future.

7 Purchase of silverbeet occurs around 3 times per month and is consumed 6 times per month. Purchase is typically from mainstream retailers and also specialist retailers. 1. 2. Insight: Insight: 7 Consumers on average are purchasing 0.9kg of silverbeet. Recalled last spend is $3.30, relatively Awareness of silverbeet Whilst freshness expectations consistent with the previous wave. varieties is very low. have increased this month, one in ten consumers are 7 Price tracking for June 2016 showed the national average as $3.70 per bunch for silverbeet, a Short Term discouraged from purchasing decline since February 2016. silverbeet because of poor Recommendation: quality. 7 Spontaneous awareness for silverbeet is low, with Increase perceived value in the highest recall for rainbow/coloured/Swiss silverbeet. silverbeet by differentiating Long Term varieties for consumers. Ensure Recommendation: 7 Health, ease and adding variety are the key varietal names are used, as well influences to purchase. Barriers to purchase A negative experience with fresh include already consuming enough for their needs as calling out differentiating and wanting variety in their diet. factors, including suitability to produce can turn away cooking, flavour and texture consumers for weeks. 7 Consumers expect silverbeet to remain fresh for profile. Investigate quality across the six days once purchased, and these expectations supply chain to pin-point cause are generally met. or source of variability. Parsley Grower Action Plan. 11

Wave 37 Fast Facts – Parsley

7 Parsley has strong levels of consumer sentiment of consumers use parsley in soups. across all metrics of importance, satisfaction, 56% endorsement and interest in new varieties, consistent with the previous wave.

7 Purchase of parsley occurs approximately 4 times per month, and it is consumed 11 times per month. Purchase is typically from mainstream retailers. 1. 2. 7 Consumers on average purchase 0.3kg, (typically, one bunch). Recalled last spend is $2.90. Insight: Insight: Parsley is seen as a staple, 7 Price tracking revealed an average price of $2.74 per Ease of preparation is a key reason bunch in June 2016, consistent with previous waves. to purchase parsley. purchased frequently and used in new recipes.

7 Over two thirds of consumers are able to recall a type of parsley, with highest recall for Flat Leaf/Italian/Continental and Curly Leaf Parsley. Short Term Long Term

7 Use as an ingredient in dishes and complementing Recommendation: Recommendation: other food are the strongest triggers to purchase, while not wanting to waste any and growing their own Highlight the versatility of parsley There is potential to develop ready are the two biggest barriers. and its ability to enhance the to go staples packs that contain

7 Consumers expect parsley to remain fresh for just flavour of any dish by providing parsley, onion and garlic. They over a week. Expectations of freshness are met most recipe ideas at point of sale. could be positioned as meals of the time. Further detail the health benefits in starter packs, which would appeal which parsley will provide for the to time conscious consumers and consumer including a rich source of Wholesome Habits, who prefer to vital vitamins including C, B12, K cook with familiar vegetables and and A. flavours.

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Wave 37: Response to Ad hoc Questions 13

The majority of consumers purchase frozen and canned/tinned vegetables at least monthly. In contrast, almost two thirds of consumers infrequently or never purchase pre-prepared vegetables.

Purchase Frequency

63%

43%

25% 22% 16% 15% 16% 16% 15% 13% 11% 10% 8% 9% 5% 4% 6% 1% 0% 1% 2%

Every day 2-3 times per week Weekly Fortnightly Monthly Once every 2-3 Less often or never months Frozen Vegetables Canned/Tinned Vegetables Pre-Prepared Vegetables

AHW37Q1. How often do you buy frozen/canned/pre-prepared vegetables? (n=609) 14

Frozen vegetables are generally purchased at least monthly by both Millennials and the Average Australian consumer.

Purchase Frequency – Frozen Vegetables

27% 25% 22% 21% 18% 16% 15% 16% 15%

9% 9% 5% 2% 1%

Every day 2-3 times per week Weekly Fortnightly Monthly Once every 2-3 Less often or never months Millennials Wave 37

AHW37Q1. How often do you buy frozen/canned/pre-prepared vegetables? (n=609) 15

Almost half of Average Australian consumers do not purchase tinned vegetables, whereas Millennials are more likely to buy this type of format.

Purchase Frequency – Canned Vegetables

43%

28% 20% 16% 16% 16% 16% 13% 15% 10% 3% 1% 0% 2%

Every day 2-3 times per week Weekly Fortnightly Monthly Once every 2-3 Less often or never months Millennials Wave 37

AHW37Q1. How often do you buy frozen/canned/pre-prepared vegetables? (n=609) 16

Almost two thirds of Average Australian consumers do not purchase pre-prepared vegetables, whereas Millennials are more likely to buy this format typically on a weekly or fortnightly basis.

Purchase Frequency – Pre-Prepared Vegetables

63%

42%

16% 16% 14% 11% 8% 9% 9% 4% 6% 1% 1% 3%

Every day 2-3 times per week Weekly Fortnightly Monthly Once every 2-3 Less often or never months Millennials Wave 37

AHW37Q1. How often do you buy frozen/canned/pre-prepared vegetables? (n=609) 17

Triggers for Purchase

58% The key reasons for purchase of Convenient 44% 41% frozen and tinned vegetables 52% Keeps for longer 35% 7% include convenience, the ability to 34% Easier storage 40% keep these formats on hand for 19% 30% longer than fresh varieties and Cheaper 19% 9% 29% ease of storage. Reduces wastage 13% 9% Requires less 29% 22% By contrast, purchase of pre- preparation 32% 25% Availability 22% prepared vegetables is primarily 12% I know it's Australian 19% convenience driven as it requires 10% grown 10% less preparation. 18% Better value 9% 4% 15% Serving/Product size 11% 12% 12% Freshness 4% 9% 7% Flavour 5% 7% 7% Better quality 2% 7%

Frozen Vegetables Canned/Tinned Vegetables Pre-Prepared Vegetables

AHW37Q2. Why do you buy frozen/canned/pre-prepared vegetables instead of the fresh variety? (n=609) 18

Wave 37: Overall Vegetable Tracking 19

Carrots The top three vegetables Potatoes purchased last month were Tomatoes carrots, potatoes and tomatoes, Onion consistent with the previous Broccoli Lettuce wave. Pumpkins Capsicums This month sees the greatest Sweetpotato increase in purchase of garlic and Cauliflowers cauliflower. Cucumbers Beans Celery Garlic Cabbage Zucchini Baby Broccoli Peas Sweet Corn Spring Onion

0% 20% 40% 60% 80% 100%

Wave 32 Wave 33 Wave 34 Wave 35 Wave 36 Wave 37

Sample Wave 37 N= 880 S8. Which of the following fresh vegetables have you purchased in the last month? 20 Category Health Explained

The following questions were asked to understand consumer sentiment about the vegetables, which can be tracked over time.

The Vegetable Average is the average of all commodities tracked thus far.

8 How important to you is having a range of commodity available in the store where you usually shop? 8 How satisfied or dissatisfied are you with the range of commodity currently available? 8 How likely would you be to recommend commodity to your family and friends? 8 How interested or disinterested are you in new commodity varieties? 8 In the future, are you likely to buy?

21 Parsley, pumpkin and baby broccoli hold the greatest importance to consumers, whilst they are most satisfied with carrots.

Consumers are most likely to recommend beans, pumpkin and parsley to their family and friends. In the future, consumers intend to purchase more silverbeet, whilst purchase for the other commodities looks to remain stable.

Baby Vegetable Beans Carrots Cauliflower Pumpkin Silverbeet Parsley Broccoli Average

Importance 6.6 5.7 5.3 6.8 6.8 6.2 7.1 6.4

Satisfaction 6.6 7.0 6.8 7.4 7.0 6.8 7.4 6.7

Endorsement 7.3 7.2 7.0 7.3 7.2 7.2 7.3 7.0

Interest (New Types) 6.3 5.7 5.7 6.3 6.6 6.5 6.8 6.3

Future Purchase More 15% 9% 15% 17% 16% 20% 15% 16% Same 84% 91% 83% 82% 83% 79% 82% 83% Less 1% 0% 2% 1% 0% 1% 4% 1%

The Vegetable Average is the mean of all commodities from Wave 1, up to and including current wave. 22

Beans. 23

Purchase frequency and consumption of beans have slightly decreased this wave. Average Average Beans are generally bought through Purchase Consumption mainstream retailers, with decreasing 3.6 times 8.5 times per month purchase from specialist vegetable retailers per month and independent supermarkets. 3.8 times, Wave 29 8.8 times, Wave 29 4.0 times, Wave 33 9.1 times, Wave 33

58% 58%57% 59% 55% 55% Purchase Channels

41% 36% 33%

26% 22% 22% 22% 20% 17% 15% 12% 13% 6% 5% 4% 5% 4% 3% 2% 2% 3% 0% 1% 1% 1% 1% 1% 1% 1%

Woolworths Coles Specialist Fruit Markets Independent Aldi Online Direct from the Costco Gourmet Convenience Other and Vegetable Supermarkets grower Independent Stores Retailer Retailers

Wave 29: Oct-15 Wave 33: Feb-16 Wave 37: Jun-16

Q1. On average, how often do you purchase French and runner beans? Q2. On average, how often do you consume French and runner beans? Q5. From which of the following channels do you typically purchase French and runner beans? Sample Wave 29 N=302, Wave 33 N=301, Wave 37 N=306 : Indicates LOWER score than current wave. : Indicates HIGHER score than current wave. Average Spend and Price Sensitivity 24

Average weight of Recalled last spend Value for money purchase

The typical consumer Recalled last spend on Consumers perceive purchases 590g bean purchase was beans as good value of beans, relatively $3.40, which has for money (6.4/10), consistent with past returned back to the relatively consistent waves. price in Wave 29. with the previous waves.

610g, Wave 29 $3.40, Wave 29 6.4/10, Wave 29 610g, Wave 33 $3.10, Wave 33 6.3/10, Wave 33

Q3. How much French and runner beans do you typically purchase when you shop for it? Q3b. To the best of your memory how much did this cost on your most recent typically purchase? Q4. Please indicate how Poor to Good Value you think this product is? Sample Wave 29 N=302, Wave 33 N=301, Wave 37 N=306 : Indicates LOWER score than current wave. : Indicates HIGHER score than current wave. 25

Loose beans remain the most common format purchased, which is consistent with all previous waves.

86% 83% 83%

32% 32% 29%

9% 8% 9% 5% 5% 4% 3% 2% 1%

Individual Beans Pre-packaged Small Pre-packaged Large Pre-prepared Formats Other Tray/Bag of Beans Tray/Bag of Beans

Wave 29: Oct-15 Wave 33: Feb-16 Wave 37: Jun-16

Q4b. In what fresh formats do you typically purchase Beans? Sample Wave 29 N=302, Wave 33 N=301, Wave 37 N=306

Online and In-store Commodity Prices 26 Green Beans

Darwin, NT Woolworths: $7.48kg Coles: $6.00kg

The average price for Beans Brisbane, QLD Woolworths: $6.48kg / $6.48kg in Australia was $6.63kg Coles: $6.00kg / $6.00kg

Adelaide, SA Woolworths: $6.98kg / $6.98kg Sydney, NSW Perth, WA Coles: $6.00kg / $6.00kg Woolworths: $5.50kg / $5.50kg Woolworths: $8.98kg Coles: $6.50kg / $6.50kg Coles: $7.90kg Canberra, ACT Woolworths: $6.90kg Melbourne, VIC Coles: $6.50kg • The average price in June 2016 was $6.63 per kg, which is higher than the previous wave Woolworths: $6.90kg / $6.90kg ($5.66 per kg). Coles: N/A / $7.00kg • Prices for beans were relatively stable between states and retailers. The highest retail price was $8.98kg found in Perth, whilst the cheapest price was $5.50kg in Sydney. • The retail price range was $3.48 per kg.

Pricing was carried out on 17th June between 10am-12pm. Hobart, TAS Prices are displayed Online / In-store Woolworths: $6.00kg Green text indicates promotional pricing Coles: $7.00kg 27

This wave saw a noticeable increase in consumers who were unable to recall a type of green bean. Broad, green and runner varieties had the greatest level of recall this wave.

Other types of beans mentioned were 42% haricot, beanettes, 33% lima and dwarf. 33%33% 30% 25%25% 25% 24% 24% 24% 19% 18% 16% 16% 13% 14% 13% 12% 11% 10% 9% 7% 8% 7% 5% 5% 4% 3% 3% 4% 3% 3% 3% 2% 2%

Broad Green Runner String French Snake Butter Long Round Other Purple Do not know any types

Wave 37: Jun-16 Wave 33: Feb-16 Wave 29: Oct-15

Q6a. What varieties/types of French and runner beans are you aware of? (unprompted) Sample Wave 29 N=302, Wave 33 N=301, Wave 37 N=306 Ease of preparation and health are the primary motivations to purchasing beans. The 28 main barriers to purchase are not wanting to waste any and already consuming enough for their needs. Wanting a variety of vegetables is continually declining as a barrier preventing future purchase.

Triggers Barriers 61% 7% 61% Easy to prepare/cook with 6% Lack of variety available 61% 6% 62% 7% As they are healthy 54% 10% Other 60% 7% 56% 9% I don't know how to fit any more They taste great 59% 8% 58% 7% vegetables into my daily diet 51% 8% Cooks quickly 47% 7% I grow my own 48% 8% To add variety to my 51% 12% 51% vegetable selection 14% Inconsistent or poor quality 44% 11% 39% 17% To complement other food 35% 14% Expensive 38% 19% 40% 29% To add colour to a meal 37% 25% I want a variety of vegetables in my diet 38% 21% 40% 19% The whole family likes them 40% 19% Short shelf life 38% 22% To use as an ingredient in 43% 31% 43% 30% I consume enough to balance my diet dishes 37% 26% 33% 26% I like the texture 30% 27% I don't want to waste any 29% 32%

Wave 29: Oct-15 Wave 33: Feb-16 Wave 37: Jun-16 Wave 29: Oct-15 Wave 33: Feb-16 Wave 37: Jun-16

Q7. Which of the following reasons best describes why you purchase French and runner beans? Q8. Which reason best describes why you don’t buy French and runner beans more often? Sample Wave 29 N=302, Wave 33 N=301, Wave 37 N=306 29 Australian and Chinese remain the Top 5 Consumption Occasions most popular forms of cuisine when Wave 33 Wave 37 cooking with beans. Dinner 74% 77% 13% Family meals 69% 58% used green beans when cooking a Consumption of green beans Weekday meals 55% 46% new recipe remains centred around dinner Quick Meals 48% 41% occasions. Weekend meals 43% 39% 22%, Wave 33

Typical Cuisine Cooked 70% 52% 60% 43% 50% 40%

40% 24% 30% 15% 20% 10% 20% 8% 9% 8% 10%

0% Traditional Modern Chinese Thai Indian Vietnamese British Italian French Snacks Australian Australian Wave 29: Oct-15 Wave 33: Feb-16 Wave 37: Jun-16

Australian Asian European Snacks

Q10. What cuisines do you cook/consume that use French and runner beans? Q11. Which of the following occasions do you typically consume/use French and runner beans? Sample Wave 29 N=302, Wave 33 N=301, Wave 37 N=306 : Indicates LOWER score than current wave. : Indicates HIGHER score than current wave. 30 Consumers are more likely to serve beans with carrots and potatoes. Stir-frying and steaming remain the key cooking styles.

Accompanying Vegetables

Carrot 66% Top 10 Cooking Styles Wave 29 Wave 33 Wave 37 lettu Stir frying 55% 50% 54% Potato 55% ce Steaming 58% 62% 54% Boiling 50% 44% 42% Microwave 22% 23% 19% Raw 22% 20% 18% Broccoli 39% Soup 19% 16% 15% Sautéing 19% 17% 14% Frying 14% 13% 12% carr Slow Cooking 17% 13% 12% Sweet 28% Potatoot Roasting 8% 4% 5%

Onion 28%

Q9. How do you typically cook French and runner beans? Q10a. And when are you serving French and runner beans which of the following do you also serve together with this? Sample Wave 29 N=302, Wave 33 N=301, Wave 37 N=306 31 The importance of provenance for beans has remained relatively consistent over the last three waves. Knowing that beans are grown in Australia remains the most important information to consumers.

Vegetable Average 6.6

Wave 29: Oct-15 7.0 8.0

Wave 33: Feb-16 6.9

Wave 37: Jun-16 7.0

Q14. When purchasing , how important is Provenance to you? Sample Wave 29 N=302, Wave 33 N=301, Wave 37 N=306 32

Beans are expected to stay fresh for one week once purchased, which is relatively consistent with the Expected previous waves. These expectations of freshness are To stay being met most of the time. fresh for 7.7 days

7.5 days, Wave 29 7.4 days, Wave 33 Expectations Met

Wave 29: Oct-15 3% 6% 16% 59% 16%

Wave 33: Feb-16 4% 11% 15% 56% 12%

Wave 37: Jun-16 3% 9% 15% 57% 15%

Never met Rarely met Met some of the time Met half of the time Met most of the time Always met

Q12. How long do you expect French and runner beans to stay fresh for, once you have purchased it? Q13. How often is this length of freshness met when you buy French and runner beans? Sample Wave 29 N=302, Wave 33 N=301, Wave 37 N=306 : Indicates LOWER score than current wave. : Indicates HIGHER score than current wave. 33

Bean Product Launch Trends. 176 products containing green beans were launched globally in the last three Bean Global NPDs months. Asia Pacific was the key region for launches. Meals and meal centers and snacks were top categories with preservative free and March – June 2016 microwaveable claims most commonly used.

Country Region

Vietnam 14% 19% 16%

Japan 14% 3% 3% USA 12%

South Korea 8% 59%

China Asia Pacific Europe 7% North America Latin America 176 Global NPDs Middle East & Africa

Top Pack Formats Top Claims

6% No Additives/ 21% 6% Preservatives Categories Microwaveable 14% 13% 34% Meals Snacks Ease of Use 14% 19% 17% 14% Low/No/Reduced Allergen 12% Bakery Desserts Flexible Tub Tray Bottle Carton 15% 12 % Vegetarian 11% 35 Bean Product Launches: Last 3 Months (March – June 2016) Summary

• A total of 176 products containing French and Runner beans as an ingredient were launched globally in the last 3 months, which is lower than the previous wave.

• There were no products launched in Australia in the past three months.

• Asia Pacific (59%) continued to be the top region for product launches.

• Flexible (34%), tub (14%) and tray (13%) packaging formats are consistently used for bean products launched.

• The top categories for product launches were meals (19%), snacks (17%) and baked goods (15%).

• The core claims used for these launches globally were no additives/preservatives (21%), microwaveable (14%), and ease of use (14%). Source: Mintel (2016) • The most innovative launch was the green bean ice cream from Vietnam. Examples of innovative green bean products can be found on the following slides. . 8 Vietnam was the key country for green bean product launches, followed by 36 Bean Launches Japan and USA. Country & Categories 8 Meals, snacks and bakery products were the top categories for launches.

Top Launch Countries Top Launch Categories

14% Vietnam Meals & Meal Centers 19%

14% Japan Snacks 17%

12% USA Bakery 15%

8% South Korea Desserts & Ice Cream 12%

7% China Sauces & Seasonings 6%

5% Germany Fruit & Vegetables 5%

5% UK Healthcare 5% 176 5% Thailand Juice Drinks 5% Global Launches 4% Canada Dairy 3%

3% Netherlands Skincare 2% Top LaunchesBean

Europe Asia Pacific Global Claims & Pack Formats Used PackFormats Used

Flexible Flexible Carton Tray Tray Tub Tub Tub Jar

12% 21% 24% 13% 44% 13% 14% 34% 7%

7 7 were claim in Wave 37. Microwaveable and ease No Additives/Preservatives was the most prominent were flexible packaging and Globally also also commonly used

Europe Asia Pacific Global the top pack formats used for product launches Top Claims Used No No Additives/Preservatives No Additives/Preservatives Low/No/Reduced Allergen Microwaveable Microwaveable Ease Ease of Use Ease of Time/Speed Vegetarian .

tubs.

Use

27% 30% 33% 10% 13% 20% 14% 14% 21% of of use and

37

Innovative Bean Launches: 38 L3M (March – June 2016)

Merino Green Bean Ice Tesco Finest Aromatic Devour Pulled Chicken Shang-ha Minced Pork and Cream Edamame and Pea Salad Burrito Bowl Green Beans Congee (Vietnam) (UK) (USA) (Vietnam)

Tesco Finest Aromatic Edamame and Pea Devour Pulled Chicken Burrito Bowl is now Merino Kem Dau Xanh (Green Bean Ice Salad contains fresh coriander, edamame available. The product is made with Shang-ha Chao Dau Xanh Thit Bam Cream) has been repackaged. The product soya beans, broad beans, peas, premium pulled white chicken meat, black (Minced Pork and Green Beans Congee) retails in a newly designed 500ml pack. lemongrass, chilli and ginger dressing that is beans and a vegetable blend topped with has been repackaged. The natural product ready to drizzle. The vegetarian certified creamy chili sauce, and Monterey jack and is enriched with iodine and is said to be product retails in a 200g pack. cheddar cheeses. USDA certified good for health. It is free from preservatives microwavable product is described as a and retails in a 50g pack. delicious burrito filling without the tortilla and retails in a 12-oz. pack.

Claims: Claims: Claims: Claims: N/A Vegetarian, Premium, Ease of Use Microwaveable, Premium No Additives/Preservatives, Vitamin/Mineral Fortified

Source: Mintel (2016) Innovative Bean Launches: 39 L3M (March – June 2016)

Merino X Cereal and Green AH Foe Yong Hai with Fried Rang Mahal Chicken Tikka Phuc An Bakery Vegetarian Bean Ice Cream Noodles Samosa Pia Cake (Vietnam) (Netherlands) (Thailand) (Vietnam)

Rang Mahal Kari Puff Sai Gai Yang Phuc An Bakery Banh Pia Chay (Vegetarian Merino X Kem Dau Xanh Yen Mach (Cereal AH Foe Yong Hai met Bami (Foe Yong Hai (Chicken Tikka Samosa) is described as Pia Cake) has been repackaged in a newly and Green Bean Ice Cream) has been with Fried Noodles) has been relaunched chicken cooked with mix of Indian spices designed 250g pack. The halal certified repackaged in a newly designed 60g pack with a new formulation and retails in a newly encased in pastry triangles. It can be deep product is made with durian and green bean featuring summer 2016, The Secret Life of designed 500g pack. This microwaveable fried for three to four minutes or baked for using the hygienic and modern technology Pets characters, and opportunities to win meal comprises an omelette in a sweet sour 14-16 minutes. This halal and HACCP to maintain its original flavour. It is said to valuable prizes from the manufacturer. It is sauce with fried noodles and vegetables. certified product retails in a 1kg pack be good for health, and is ready to eat. ready to eat. bearing a QR code and the Facebook link.

Claims: Claims: Claims: Claims: Children (5-12), Seasonal, Ease of Use, Microwaveable Halal, Social Media Vegetarian, Halal, Ease of Use Event Merchandising

Source: Mintel (2016) Innovative Bean Launches: 40 L3M (March – June 2016)

Woolworths Food Fresh ICA Gott Liv Organic Bean Organics Happy Baby CP Sweet Treat Sweet Roasted Pumpkin & Pasta Fettuccine of Starting Solids Green Boiled Bean Topped with Chorizo Edamame Beans Beans Coconut Cream (South Africa) (Sweden) (USA) (Thailand)

Woolworths Food Fresh Roasted Pumpkin ICA Gott Liv Ekologisk Bönpasta Fettuccine Organics Happy Baby Starting Solids Green CP Sweet Treat Sweet Boiled Bean Topped & Chorizo is layered on a bed of grains with av Edamame Bönor (Organic Bean Pasta Beans have been relaunched with a new with Coconut Cream has been repackaged. fresh greens and includes a spicy harissa Fettuccine of Edamame Beans) is said to be brand name, previously known as Happy This halal certified product is made with real dressing. The microwaveable medium hot rich in fiber and protein, and is described as Baby, and retails in a newly designed 3.5- coconut milk and coconut sugar, and retails product retails in a partially recyclable 280g easy and tasty. The gluten free pasta has a oz. pack. The USDA organic certified in a 600g pack containing 4 x 150g units. pack with the harissa dressing in a separate cooking time of 7-8 minutes, and it retails in product is free of GMOs and is a stage one sachet. a 200g pack featuring the EU Green Leaf food suitable for babies from four months of and Green Keyhole logos. age.

Claims: Claims: Claims: Claims: Microwaveable, Ethical - Environmentally High/Added Fiber, Organic, Gluten-Free, Organic, Babies & Toddlers (0-4), GMO-Free Halal Friendly Package Low/No/Reduced Allergen, Ease of Use

Source: Mintel (2016) 41

PumpkinCarrots.. 42

Carrots are consumed on average once every two days, and are purchased approximately once a week. Average Average Mainstream retailers remain the key purchase Purchase Consumption channel. This wave sees a continuing decline in 3.7 times 14.4 times purchase from Woolworths, specialist vegetable per month per month retailers and independent supermarkets. 3.9 times, Wave 29 15.2 times, Wave 29 4.0 times, Wave 33 14.7 times, Wave 33

60% 61% 58% 56%56% 54% Purchase Channel

36% 33% 29% 24% 22% 20% 20% 19% 17% 18% 16% 15%

7% 4% 4% 4% 3% 2% 2% 3% 1% 1% 1% 1% 1% 1% 0% 0% 1% 1%

Coles Woolworths Specialist Fruit Independent Aldi Markets Direct from the Online Costco Gourmet Convenience Other and Vegetable Supermarkets grower Independent Stores Retailer Retailers

Wave 29: Oct-15 Wave 33: Feb-16 Wave 37: Jun-16

Q1. On average, how often do you purchase carrot? Q2. On average, how often do you consume carrot? Q5. From which of the following channels do you typically purchase carrot? Sample Wave 29 N=302, Wave 33 N=302, Wave 37 N=306 : Indicates LOWER score than current wave. : Indicates HIGHER score than current wave. Average Spend and Price Sensitivity 43

Average weight of Recalled last spend Value for money purchase

The typical consumer Recalled last spend on Carrots are perceived purchases 1.1kg carrots was $2.70, to be very good value of carrots, which is which has increased for money (7.6/10), consistent with the since the last wave. relatively consistent previous wave. with past waves.

1.2kg, Wave 29 $2.30, Wave 29 7.6/10, Wave 29 1.1kg, Wave 33 $2.30, Wave 33 7.5/10, Wave 33

Q3. How much carrot do you typically purchase when you shop for it? Q3b. To the best of your memory how much did this cost on your most recent typically purchase? Q4. Please indicate how Poor to Good Value you think this product is? 0-10 scale Sample Wave 29 N=302, Wave 33 N=302, Wave 37 N=306 : Indicates LOWER score than current wave. : Indicates HIGHER score than current wave.

44

Small bags of carrots remain the primary format purchased, with the types of formats purchased consistent with previous waves.

55% 55% 54% 49%

40% 40%

27% 26% 24% 19% 16% 17%

6% 6% 5%

Pre-packaged Small Bag Individual Carrots Pre-packaged Large Bag Bunch of Carrots Baby/mini formats of Carrots of Carrots

Wave 29: Oct-15 Wave 33: Feb-16 Wave 37: Jun-16

Q4b. In what fresh formats do you typically purchase Carrots? Sample Wave 29 N=302, Wave 33 N=302, Wave 37 N=306

Online and In-store Commodity Prices 45 Carrots

Darwin, NT Woolworths: $1.98kg Coles: $1.60kg

The average price for Carrots Brisbane, QLD Woolworths: $1.88kg /$1.98kg in Australia was $1.79kg Coles: $1.90kg / $2.00kg

Adelaide, SA Woolworths: $1.40kg / $2.28kg Sydney, NSW Perth, WA Coles: $1.30kg / $2.30kg Woolworths: $1.00kg / $2.40kg Woolworths: $1.20kg Coles: $1.90kg / $2.50kg Coles: $1.20kg Canberra, ACT Woolworths: $1.00kg Melbourne, VIC Coles: $1.90kg • The average price of carrots was $1.79 per kg, which was slightly lower than the previous Woolworths: $1.90kg / $1.90kg wave. Coles: $1.90kg / $1.90kg • There was a retail price range of $1.40 per kg, with the cheapest price found in Sydney and Canberra ($1.00 per kg) and the most expensive price found at Coles in Sydney ($2.50 per kg). Pricing was carried out on 17th June between 10am-12pm. Hobart, TAS Prices are displayed Online / In-store Woolworths: $1.90kg Green text indicates promotional pricing Coles: $1.70kg 46

Two thirds of consumers are unable to recall a type of carrot. Colour remains the main trigger for unprompted carrot variety awareness, but this has trended downwards over the last three waves.

68% 66% 61% Other types included Nantes, heirloom, juicing and Chantenay.

21% 15% 16% 13% 12% 12% 10% 11% 8% 8% 6% 7% 7% 4% 4% 4% 4% 4% 2% 2% 3%

Purple Orange Baby Normal Dutch White Other Do not know any varieties

Wave 37: Jun-16 Wave 33: Feb-16 Wave 29: Oct-15

Q6a. What varieties/types of carrot are you aware of? (unprompted) Sample Wave 29 N=302, Wave 33 N=302, Wave 37 N=306 Health, taste and ease of preparation are the main drivers of carrot 47 purchase. Not wanting to waste any and already consuming enough remain the main barriers for future purchase. Triggers Barriers 67% As they are healthy 67% 7% Short shelf life 67% 4% 65% 5% They taste great 57% 6% I grow my own 60% 4% 63% 4% Easy to prepare/cook with 62% 4% Inconsistent or poor quality 59% 4% 49% 3% To use as an ingredient in dishes 49% 4% Lack of variety available 48% 5% 2% To add variety to my vegetable 49% 46% 2% Expensive selection 45% 5% 48% 10% I don't know how to fit any more vegetables 9% The whole family likes them 49% into my daily diet 42% 10% 41% 13% It's versatile 38% 11% Other 41% 11% 49% 21% To add colour to a meal 50% 18% I want a variety of vegetables in my diet 39% 24% 41% 40% Long shelf life 43% 35% I consume enough to balance my diet 38% 30% 37% 33% To complement other food 35% 38% I don't want to waste any 37% 33%

Wave 29: Oct-15 Wave 33: Feb-16 Wave 37: Jun-16 Wave 29: Oct-15 Wave 33: Feb-16 Wave 37: Jun-16

Q7. Which of the following reasons best describes why you purchase carrot? Q8. Which reason best describes why you don’t buy carrot more often? Sample Wave 29 N=302, Wave 33 N=302, Wave 37 N=306

48

Top 5 Consumption Occasions

Carrots are typically cooked in Australian Wave 33 Wave 37 and Chinese cuisine. This wave sees a Dinner 80% 78% 16% significant decline in carrots being Family meals 66% 59% use when consumed as a snack. cooking a new Weekday meals 60% 51% recipe Quick Meals 49% 43% Dinner remains the dominant meal Weekend meals 47% 43% 23%, Wave 33 occasion.

Typical Cuisine Cooked

80% 56% 60% 44% 31% 40% 18% 24% 15% 20% 20% 14% 9% 6% 6% 8% 0% Traditional Modern Chinese Thai Indian Vietnamese Snacks Middle Mexican British Italian French Eastern

Wave 29: Oct-15 Wave 33: Feb-16 Wave 37: Jun-16

Australian Asian Other European

Q10. What cuisines do you cook/consume that use carrot? Q11. Which of the following occasions do you typically consume/use carrot? Sample Wave 29 N=302, Wave 33 N=302, Wave 37 N=306 : Indicates LOWER score than current wave. : Indicates HIGHER score than current wave.

Carrots are typically served with potatoes, broccoli and pumpkin. 49

Consumers cook carrots in a variety of ways. Nearly half of consumers eat carrots raw, whilst stir frying, boiling and steaming are other popular cooking styles.

Accompanying Vegetables

Potato 68% Top 10 Cooking Styles Wave 29 Wave 33 Wave 37 lettu Raw 57% 58% 47% Broccoli 47% Stir frying 55% 52% 46% ce Boiling 43% 42% 45% Steaming 53% 50% 45% Roasting 52% 50% 44% Pumpkin 33% Soup 36% 33% 42% Baking 21% 26% 24% carr Slow Cooking 24% 28% 21% Cauliflower 32% Microwave 21% 26% 15% ot Frying 7% 7% 10%

Sweet Potato 32%

Q9. How do you typically cook carrot? Q10a. And when are you serving carrot which of the following do you also serve together with this? Sample Wave 29 N=302, Wave 33 N=302, Wave 37 N=306

50 Carrot provenance has continued to decline this wave, but is still important to consumers. Knowing their carrots are Australian grown remains the most important provenance information.

Vegetable Average 6.6

Wave 29: Oct-15 7.0 7.9

Wave 33: Feb-16 6.8

Wave 37: Jun-16 6.7

Q14. When purchasing , how important is Provenance to you? Sample Wave 29 N=302, Wave 33 N=302, Wave 37 N=306

51

Carrots are expected to stay fresh for just under two Expected weeks, with freshness expectations consistent with to stay previous waves. fresh for 12.8 days

12.3 days, Wave 29 12.7 days, Wave 33

Expectations Met

Wave 29: Oct-15 5% 3% 61% 28%

Wave 33: Feb-16 4% 7% 61% 27%

Wave 37: Jun-16 2% 9% 60% 28%

Never met Rarely met Met some of the time Met half of the time Met most of the time Always met

Q12. How long do you expect carrots to stay fresh for, once you have purchased it? Q13. How often is this length of freshness met when you buy carrots? Sample Wave 29 N=302, Wave 33 N=302, Wave 37 N=306 : Indicates LOWER score than current wave. : Indicates HIGHER score than current wave.

52

PumpkinCarrot Product. Launch Trends. There were 2085 global new products launched over the last 3 months that Carrot Global NPDs contained carrot as an ingredient, a large decline from the previous wave (2499). The majority of these launches occurred in Europe. Flexible packaging March – June 2016 was the most common format, and the key launch category was meals.

Country Region

7% 3% UK 8% 8% Germany 7%

South Korea 6% 57% 24% France 6%

USA Europe Asia Pacific 5% North America Latin America 2085 Global NPDs Middle East & Africa

Top Pack Formats Top Claims

No Additives/ 27% 8% Preservatives 10% Categories Ethical - 25% Environmentally 18% Friendly Package Meals Dairy 12% Microwaveable 17% 20% 10%

18% Not Specified 16% Sauces & Juice Drink Seasonings 8% Low/No/Reduced Flexible Tub Bottle Tray Carton 9% 14% Allergen 54 Carrot Product Launches: Last 3 Months (March – June 2016) Summary

• A total of 2085 products containing carrot as an ingredient were launched globally in the last 3 months, which has decreased since the previous wave (2499 launches).

• There were 39 carrot-containing products launched in Australia in the last quarter. See upcoming pages for examples of Australian launches.

• Europe and the Asia Pacific were the 2 top regions for these product launches (57% and 24% respectively).

• The top pack formats used were flexible formats (25%) and tubs (18%).

• The top categories for product launches were meals (20%), dairy (10%), sauces & seasonings (9%) and juice drinks (8%).

• The top claims used for launches globally were no additives/preservatives (27%), ethical - environmentally friendly (18%) and microwaveable (17%).

• The most innovative launch found was carrot jam from Iran. Examples of these Source: Mintel (2016) products can be found at the end of the carrot trend report. 8 The most active countries for launches in the last three Carrot Launches months were UK, Germany and South Korea. 55

Country & Categories 8 Meals remained the most common category for launches, followed by dairy and sauces & seasonings. Top Launch Countries Top Launch Categories

8% UK Meals & Meal Centers 20%

7% Germany Dairy 10%

6% South Korea Sauces & Seasonings 9%

6% France Juice Drinks 8%

5% USA Soup 7%

5% Poland Sugar & Gum Confectionery 6%

Snacks 5% 2085 5% Spain Global Processed Fish, Meat & Egg Launches 4% China Products 5%

3% Netherlands Desserts & Ice Cream 5%

3% Canada Baby Food 4% 7 Flexible packaging, tubs and bottles were the most common pack formats globally, consistent with formats 56 in Europe. Carrot Launches 7 The key claim was centred around health, including no Top Claims & Pack Formats Used additive/ preservatives, while ethical – environmentally friendly and microwavable were also commonly used claims.

Pack Formats Used Top Claims Used

Flexible 25% No Additives/Preservatives 27%

Ethical - Environmentally Tub 18% 18%

Friendly Package Global

Bottle 12% Global Microwaveable 17%

Flexible 23% No Additives/Preservatives 25%

Ethical - Environmentally Tub 23% 20%

Friendly Package Europe

Europe Bottle 12% Microwaveable 16%

Flexible 31% No Additives/Preservatives 31%

Tub 14% Microwaveable 19%

Flexible stand-up pouch 10% Time/Speed 19%

Asia Asia Pacific Asia Asia Pacific 57 Innovative Carrot Launches: Natural Polyphenol Antioxidants L3M (March – June 2016)

Innocent Orange & Carrot It Tastes Raaw Carrot Coop Änglamark Organic Baby Best Carrot Baby Juice Lemonade Juice Corn and Rice Snack with Noodles (Netherlands) (Mexico) Carrot and Apple (Taiwan) (Denmark)

Baby Best Carrot Baby Noodles are said to Innocent Orange & Carrot Juice is now It Tastes Raaw Jugo de Zanahoria y Coop Änglamark Økologiske Majs & Ris be suitable for babies aged nine months available. The sustainably sourced product Limonada (Carrot Lemonade Juice) has Snacks Gulerod og Æble (Organic Corn and and older. The product is ready to cook, and retails in a recyclable 900ml pack featuring been relaunched. The all natural product Rice Snack with Carrot and Apple) is said to free from preservatives, artificial colouring the FSC logo and a Facebook invitation. contains no preservatives, artificial colours be a delicious crunchy snack with a mild and flavours. It retails in a 200g pack The manufacturer states to donate 10% of or flavouring, and is made with 100% fruit and slightly sweet taste. The product is bearing the Facebook logo. the profits to charity. and vegetable juice. It comprises carrot and recommended for babies older than eight lemon juice in a blend of pineapple and months and contains no added sugar. It apple juice from concentrate with natural retails in a 15g pack featuring KRAV, Debio ingredients. Carrots and lemons, blended and EU Green Leaf logos. together are rich in vitamin A.

Claims: Claims: Claims: Claims: Ethical - Environmentally Friendly Package, No Additives/Preservatives, All Natural Low/No/Reduced Sugar, Organic, Babies & No Additives/Preservatives, Babies & Ethical - Environmentally Friendly Product, Product, Other (Functional), Antioxidant, Toddlers (0-4) Toddlers (0-4), Ease of Use, Social Media Ethical - Charity, Social Media Immune System (Functional), Ethical - Environmentally Friendly Package, Vegan, No Animal Ingredients, GMO-Free

Source: Mintel (2016) 58 Innovative Carrot Launches: Natural Polyphenol Antioxidants L3M (March – June 2016)

Smood Gluten Free Classic Gosh! Mixed Seed, Quinoa, Sprout Organic Baby Food BemNutrir Carrot Bread Croutons Carrot, & Coriander Bakes with Carrot, Apple, Mango (Brazil) (Germany) (UK) (South Korea)

Smood Croutons Classic - Ungewürzt Gosh! Mixed Seed, Quinoa, Carrot & Sprout Organic Baby Food with Carrot, BemNutrir Pão de Cenoura (Carrot Bread) (Gluten Free Classic Croutons) are now Coriander Bakes are now available. These Apple, Mango is suitable for babies over six is available in a newly designed 500g pack. available. They are made of vegetables, bakes feature a minted pea centre, are months of age. The product is certified This bread is made from a homemade fruit and wholegrain oats, are not fried and suitable for vegans, vegetarians, and organic by QAI and USDA, and retails in a recipe and contains no gluten, eggs, contain less fat and salt. This product is said coeliacs, and free from gluten, egg, dairy, 113g BPA-free pack and with a recyclable lactose, sugar or preservatives. to be ideal with soups, salads or for nut, and soya. Furthermore, these bakes cap. nibbling, and retails in a 100g pack. are free from the most common food allergens, including cereals containing gluten, lupin, celery, mustard, sesame seeds, and sulfites, have been approved by the Vegetarian Society, and are suitable for home freezing.

Claims: Claims: Low/No/Reduced Fat, Low/No/Reduced Claims: Claims: Sodium, Gluten-Free, Wholegrain, Vegetarian, Gluten-Free, Low/No/Reduced Organic, Babies & Toddlers (0-4), Ethical - No Additives/Preservatives, Low/No/Reduced Allergen Allergen, Ethical - Environmentally Friendly Environmentally Friendly Package Low/No/Reduced Sugar, Gluten-Free, Package, Vegan, Ease of Use, No Animal Low/No/Reduced Allergen, Low/No/Reduced Ingredients, Social Media Lactose

Source: Mintel (2016) 59 Innovative Carrot Launches: Natural Polyphenol Antioxidants L3M (March – June 2016)

Saveurs Créoles Vegetable Carrot Sun Carrot Sun Asana Carrot Jam Happy Family Balanced Achard Cream (Iran) Baby Porridge (France) (UK) (Taiwan)

Saveurs Créoles Achard de Légumes Carrot Sun Carrot Sun Cream, suitable for Asana Carrot Jam has been repackaged. Happy Family Balanced Baby Porridge is (Vegetable Achard) is now available. This normal body and face skin of all kind of The product retails in a newly designed made with a chicken bone soup base, 100% traditional product retails in a 200g tones, is developed to quickly provide a 300g jar. grains and multiple vegetables. This pack. deeper, darker and faster tan. The fast microwavable porridge has a high fibre activating and long lasting cream blends: a content to maintain babies' health is suitable 'unique' formulation of natural tan for kids aged eight months and older. The accelerating agents L-tyrosine and carrot HACCP certified product is free from oil, rich in carotene antioxidant, vitamin A preservatives and artificial flavours and and omega-3 fatty acids to stimulate and retails in a 150g pack. promote the skin's natural melanin production when exposed to the sun that will develop a safe, dark and long-lasting tan.

Claims: Claims: Claims: Claims: N/A Botanical/Herbal, Antioxidant, Waterproof, N/A No Additives/Preservatives, High/Added Ethical - Animal, Long-Lasting*, Moisturising Fiber, Other (Functional), Microwaveable, / Hydrating, Time/Speed Babies & Toddlers (0-4)

Source: Mintel (2016) Top Australian Carrot Launches: 60 L3M (March – June 2016)

Australian Eatwell Tomato, Onion & Campbell's Real Soup Base Chinese Pop Tops Fruit & Veg Apple, Carrot V8 Power Blend Orange Kick Veggie Basil Vegetable Sausages Soup Base & Orange Drink and Fruit Juice

Fodmapped For You! Butter The Daily Juice Company Nourish The Real Homestyle Soup Aussie The Real Skinny Soup Pumpkin & Chicken Curry Simmer Sauce Carrot, Orange, Apple, Apricot, Angus Beef & Ale Soup Sweet Potato Soup Lemon & Ginger Juice

Herbert Adams 8 Hour Slow-Cooked Asian Tonight Tasty Chinese Sweet Mushiki Wagu Beef & Chilli Woolworths Sweet Potato, Carrot & Lamb & Rosemary Pie & Sour Simmer Sauce Gyoza Chilli with Croutons Soup

Source: Mintel (2016) 61

Cauliflower. 62 Purchase and consumption of cauliflower is relatively on trend with previous months. Average Average Purchase Consumption 3.4 times 8.0 times Cauliflower is typically purchased from per month mainstream retailers, whilst purchase per month from Aldi continues to increase. 3.4 times, Wave 29 8.1 times, Wave 29 3.3 times, Wave 33 8.2 times, Wave 33

58% 57% 57%58% 54% Purchase Channel 52%

42% 36% 34%

22%22% 21%22% 18% 17%18% 18% 15%

4% 4% 5% 4% 4% 2% 3% 2% 3% 2% 1% 1% 0% 1% 1% 0% 1%

Woolworths Coles Specialist Independent Aldi Markets Online Gourmet Direct from Costco Convenience Other Fruit and Supermarkets Independent the grower Stores Vegetable Retailers Retailer Wave 29: Oct-15 Wave 33: Feb-16 Wave 37: Jun-16

Q1. On average, how often do you purchase cauliflower? Q2. On average, how often do you consume cauliflower? Q5. From which of the following channels do you typically purchase cauliflower? Sample Wave 29 N=301, Wave 33 N=301, Wave 37 N=304 : Indicates LOWER score than current wave. : Indicates HIGHER score than current wave. Average Spend and Price Sensitivity 63

Average weight of Recalled last spend Value for money purchase

The typical consumer Recalled last spend on Consumers perceive purchases 0.9kg cauliflower is $3.50, cauliflower to be of cauliflower, slightly higher than relatively good value relatively consistent previous waves. for money (6.2/10), with past months. which has increased this wave.

1.0kg, Wave 29 $3.30, Wave 29 6.6/10, Wave 29 1.0kg, Wave 33 $3.40, Wave 33 5.9/10, Wave 33

Q3. How much cauliflower do you typically purchase when you shop for it? Q3b. To the best of your memory how much did this cost on your most recent typically purchase? Q4. Please indicate how Poor to Good Value you think this product is? 0-10 scale : Indicates LOWER score than current wave. Sample Wave 29 N=301, Wave 33 N=301, Wave 37 N=304 : Indicates HIGHER score than current wave. 64 Whole heads of cauliflower continue to be the main format purchased, with half cauliflowers also a popular format option. Pre- packaged products only make up a small portion of the formats purchased.

80% 78% 77%

42% 39% 41%

10% 7% 8% 9% 8% 5% 4% 4% 4% 5% 4% 4%

Whole Cauliflower Half Cauliflower Pre-packaged in small Quarter Cauliflower Pre-prepared Formats Pre-packaged in large container/bag/tray container/bag/tray

Wave 37: Jun-16 Wave 33: Feb-16 Wave 29: Oct-15

Q4b. In what fresh formats do you typically purchase cauliflower? Sample Wave 29 N=301, Wave 33 N=301, Wave 37 N=304 Online and In-store Commodity Prices 65 Cauliflower

Darwin, NT Woolworths: $5.98ea Coles: $5.50ea

The average price for Cauliflower Brisbane, QLD Woolworths: $3.98ea /$5.48ea in Australia was $4.69ea Coles: $5.50ea / $5.50ea

Adelaide, SA Woolworths: $5.48ea / $5.48ea Sydney, NSW Perth, WA Coles: $5.50ea / $5.50ea Woolworths: N/A / $3.98ea Woolworths: $4.98ea Coles: $3.00ea / $3.00ea Coles: $3.00ea Canberra, ACT Woolworths: $3.90ea Melbourne, VIC • The average price per cauliflower was $4.69 each, slightly lower than the Coles: $3.00ea previous wave ($5.03 each). Woolworths: $4.90ea / $4.90ea • The most expensive cauliflowers were found in Darwin, at $5.98 each. The Coles: $4.50ea / $4.50ea cheapest were Sydney and Perth at $3.00 each. • The retail price range this month was $2.98.

Pricing was carried out on 17th June between 10am-12pm. Hobart, TAS Prices are displayed Online / In-store Woolworths: $4.75ea Green text indicates promotional pricing Coles: $5.50ea 66

Spontaneous awareness remains very low. Consumers are most likely to recall white and purple as the main varieties of cauliflower.

72% 69% 63%

27% 22% 20% 11% 13% 10% 6% 4% 2% 2% 2% 1% 1% 2% 1%

White Purple Green Yellow Other Do not know any varieties

Wave 37: Jun-16 Wave 33: Feb-16 Wave 29: Oct-15

Q6a. What varieties of cauliflower are you aware of? (unprompted) Sample Wave 29 N=301, Wave 33 N=301, Wave 37 N=304 Health and ease of preparation are the primary influences on purchase. Not wanting to 67 waste any and already consuming enough are the key barriers inhibiting purchase. There has been an increasing trend in versatility as a trigger to purchase.

Triggers Barriers

49% 4% As they are healthy 49% 3% Not versatile for my cooking style 54% 5% Easy to prepare/cook 51% 6% 58% with 8% Inconsistent or poor quality 50% 5% 55% 4% They taste great 50% 6% Lack of variety available 49% 5% To add variety to my 49% 10% 47% I don't know how to fit any more vegetables vegetable selection 4% 47% 9% into my daily diet To use as an ingredient 39% 7% 36% in dishes 12% Other 37% 10% 24% 7% It's versatile 29% 11% Short shelf life 34% 10% 38% 18% Cooks quickly 39% 24% Expensive 33% 22% 28% 26% I like the texture 33% 24% I want a variety of vegetables in my diet 32% 25% To complement other 34% 34% 36% food 26% I consume enough to balance my diet 31% 25% The whole family likes 32% 27% 35% I don't want to waste any them 25% 31% 27%

Wave 29: Oct-15 Wave 33: Feb-16 Wave 37: Jun-16 Wave 29: Oct-15 Wave 33: Feb-16 Wave 37: Jun-16

Q7. Which of the following reasons best describes why you purchase cauliflower? Q8. Which reason best describes why you don’t buy cauliflower more often? Sample Wave 29 N=301, Wave 33 N=301, Wave 37 N=304

68 Top 5 Consumption Occasions

Wave 33 Wave 37 Consumers prefer to cook cauliflower in Dinner 72% 74% 13% Australian and Asian cuisine. Dinners Family meals 69% 57% used cauliflower when cooking a and family meals are the key meal Weekday meals 51% 44% new recipe occasions. Weekend meals 40% 36% Quick Meals 37% 24% 20%, Wave 33

Typical Cuisine Cooked 53% 60% 45%

40% 29%

15% 23% 11% 20% 10% 5% 5% 5%

0% Traditional Modern Chinese Indian Thai British Italian French Snacks Other

Wave 29: Oct-15 Wave 33: Feb-16 Wave 37: Jun-16 Australian Asian European Other

Q10. What cuisines do you cook/consume that use cauliflower? Q11. Which of the following occasions do you typically consume/use cauliflower? Sample Wave 29 N=301, Wave 33 N=301, Wave 37 N=304 : Indicates LOWER score than current wave. : Indicates HIGHER score than current wave. 69 Cauliflower is generally steamed, boiled and stir fried. Carrots and potatoes are served with cauliflower, consistent with past waves.

Accompanying Vegetables

Carrot 57% Top 10 Cooking Styles Wave 29 Wave 33 Wave 37 Steaming 63% 62% 54% lettu Boiling 41% 42% 41% Potato 55% ce Stir frying 45% 50% 36% Soup 28% 31% 26% Baking 18% 23% 18% Microwave 22% 25% 17% Broccoli 47% Roasting 17% 20% 16% Mashing 9% 10% 11% Sautéing 11% 7% 10% carr Slow Cooking 14% 13% 9% Pumpkin 33% ot

Sweet Potato 29%

Q9. How do you typically cook cauliflower? Q10a. And when are you serving cauliflower which of the following do you also serve together with this? Sample Wave 29 N=301, Wave 33 N=301, Wave 37 N=304 70 Importance of cauliflower provenance has returned to levels seen in Wave 29. Knowing that cauliflower is grown in Australia remains the most important provenance information to consumers.

Vegetable Average 6.6

Wave 29: Oct-15 6.9 8.1

Wave 33: Feb-16 6.6

Wave 37: Jun-16 6.9

Q14. When purchasing , how important is Provenance to you? Sample Wave 29 N=301, Wave 33 N=301, Wave 37 N=304 71

Expected Cauliflower is expected to remain fresh for around nine to stay days once purchased, which has increased since the fresh for previous wave. This wave also sees a rise in 9.2 days expectations of freshness always being met.

9.1 days, Wave 29 8.3 days, Wave 33 Expectations Met

Wave 29: Oct-15 4% 9% 65% 21%

Wave 33: Feb-16 6% 10% 68% 15%

Wave 37: Jun-16 1% 9% 10% 58% 22%

Never met Rarely met Met some of the time Met half of the time Met most of the time Always met

Q12. How long do you expect cauliflower to stay fresh for, once you have purchased it? Q13. How often is this length of freshness met when you buy cauliflower? Sample Wave 29 N=301, Wave 33 N=301, Wave 37 N=304 : Indicates LOWER score than current wave. : Indicates HIGHER score than current wave. 72

Cauliflower Product Launch Trends. There were 133 products launched in the past three months that contained cauliflower. Europe and Asia Pacific were the main regions for launches, with Cauliflower Global NPDs USA and Japan the key countries. Flexible packaging remained the most common format. Launches were predominately in fruit and vegetable, meals March – June 2016 and sauces categories.

Country Region

7% USA 14% 11% Japan 11% 39%

19% Germany 8%

UK 8% 24%

Brazil Europe Asia Pacific 6% North America Latin America 133 Global NPDs Middle East & Africa

Top Pack Formats Top Claims

12% Microwaveable 44%

Categories No Additives/ 31% Preservatives 28% 12% Fruit & Ethical - Meals Environmentally 23% Vegetables Friendly Package 23% 14% 26% 14% Vegetarian 22% Sauces & Baby Food Seasonings Low/No/Reduced 10% 19% Flexible Jar Tray Carton Tub 16% Allergen 74 Cauliflower Product Launches: Last 3 Months (March – June 2016) Summary

• There were 133 products launched over the past 3 months that contained cauliflower as an ingredient, a decline from the previous wave.

• There were two cauliflower products launched in Australia in the past three months.

• Product launches were primarily in Europe (39%) and Asia Pacific (24%), with USA and Japan the key launch countries.

• Flexible (31%), jar (14%), and tray (14%) packaging were the top 3 pack formats.

• The top categories for launches were fruit and vegetables (26%), meals and meal centers (23%), and sauces and seasonings (16%).

• Claims typically used on products included microwaveable (44%), no additives/preservatives (28%), and ethical – environmentally friendly packaging (23%). Source: Mintel (2016)

• The most innovative cauliflower launch this wave was cauliflower macaroni cheese with truffle flavoured oil from the UK. See following pages for examples of product launches. 8 The three key countries for cauliflower launches and innovation were 75 Cauliflower Launches USA, Japan and Germany.

Country, Region & Categories 8 Products containing cauliflower were launched across multiple categories including fruit and vegetables, meals and sauces.

Top Launch Countries Top Launch Categories

14% USA Fruit & Vegetables 26%

11% Japan Meals & Meal Centers 23%

8% Germany Sauces & Seasonings 16%

8% UK Baby Food 10%

6% Brazil Juice Drinks 8%

5% South Africa Soup 5%

5% Canada Side Dishes 4%

133 4% France Healthcare 3% Global Processed Fish, Meat & Launches 2% 4% Russia Egg Products

3% New Zealand Dairy 2% Only shownOnly for Globaland Europe as (other sample regionssize sample for launches N<30) were Top Claims & Pack Formats Used Launches Cauliflower

Asia Pacific Europe Global PackFormats Used Flexible Flexible sachet Flexible Flexible Flexible Carton Carton Tray Tray Jar

19% 22% 25% 10% 29% 37% 14% 14% 31%

7 7 months. months. Jars and trays were also common type for products launched in the last three Flexible packaging was the predominant format friendly packaging also popular claims. no additives/preservatives and environmentally Microwaveable was the key claim this wave,with formats.

Asia Pacific Europe Global Top

Claims Used No No Additives/Preservatives No Additives/Preservatives Ethical Ethical Ethical Babies Babies & Toddlers (0 Friendly Package Friendly Package Microwaveable Microwaveable Microwaveable Vegetarian - -

Environmentally Environmentally

-

4)

25% 41% 47% 25% 37% 48% 23% 28% 44%

76

Innovative Cauliflower Launches: 77 L3M (March – June 2016)

Ready Pac Foods Sriracha Cooked by Bio Vegan Freshmark Broccoli & Naked Kitchen Indian Spiced Ranch Chopped Complete Organic Bulgur Risotto Cauliflower Soup Mix Cauliflower Kedgeree with Salad Kit with Coral Lentils & Baby (South Africa) White Quinoa and Turmeric (USA) Vegetables (France) (New Zealand)

Freshmark Broccoli & Cauliflower Soup Mix Naked Kitchen Indian Spiced Cauliflower Ready Pac Foods Sriracha Ranch Chopped Cooked by Bio Vegan Risotto de Boulgour is suggested to be served with croutons, Kedgeree with White Quinoa and Turmeric Complete Salad Kit contains crisp romaine, Lentilles Corail aux Petits Légumes crusty bread or crumbled blue cheese. The is now available. This vegetarian product is green cabbage, crunchy celery, sweet (Organic Bulgur Risotto with Red Lentils & product retails in a 600g pack, featuring made using the freshest premium natural carrots, tangy red cabbage, broccoli, Baby Vegetables) is now available. This cooking instructions. ingredients without using preservatives, radishes, cauliflower, mini chow mein strips, vegan and ready to cook product provides 96 calories per 100g and is ready in two artificial colours and flavours and is free of savory bacon crumbles, and sriracha ranch gluten. It can be cooked in the conventional dressing. The thoroughly washed product minutes in the microwave or in seven minutes with water in bain-marie. It retails in oven or in the microwave and retails in a retails in a 13-oz. pack including 10.8-oz. of 500g pack, bearing the Facebook logo. The salad and toppings and 2.2-oz. of dressing. a 300g partly recyclable pack which serves one, bearing the AB organic, the Ecocert manufacturer claims to support Oxfam and and the EU Green Leaf logos. the sustainable farming.

Claims: Claims: Claims: Claims: Ease of Use Microwaveable, Organic, Ethical - N/A No Additives/Preservatives, Microwaveable, Environmentally Friendly Package, Vegan, Vegetarian, Premium, Gluten-Free, Ease of Use, No Animal Ingredients Low/No/Reduced Allergen, Ethical - Charity, Social Media

Source: Mintel (2016) Innovative Cauliflower Launches: 78 L3M (March – June 2016)

Mann's Nourish Bowls Pulmuone Baby & Kids Morrisons on the Side Amy’s Meals for Two Southwest Chipotle Beef, Cauliflower and Cauliflower Cheese Broccoli Cauliflower Pasta (USA) Oyster Mushroom Porridge (UK) in Cheddar Cheese Sauce

(South Korea) (USA) Mann's Nourish Bowls Southwest Chipotle is described as a delicious warm meal with Pulmuone Baby & Kids Beef, Cauliflower Amy’s Meals for Two Broccoli Cauliflower fresh veggies, beans and salsa. The Morrisons on the Side Cauliflower Cheese is and Oyster Mushroom Porridge is claimed Pasta in Cheddar Cheese Sauce is now product contains 220 calories per bowl and now available with a new and improved to be nutritiously well balanced, develop the available. This microwaveable product is comprises cauliflower, kale, kohlrabi, sweet formula. The product comprises cauliflower baby's healthy taste buds, and support a made with organic wheat pasta in creamy potatoes, black bean with chipotle corn florets in a rich mature cheddar cheese healthy intestine. This microwaveable aged English cheddar sauce, crisp, organic salsa and shredded cheddar cheese. It can sauce. The vegetarian product is suitable for product is suitable for babies between 11 to broccoli and cauliflower florets for flavor and be prepared in three minutes in the home freezing and microwave cooking, and 13 months, and retails in a 160g pack. crunch, and all dairy ingredients are made microwave and retails in a 10.5-oz. pack. it retails in a 450g partially recyclable pack. with pasteurized, rBST-hormone-free milk. It The manufacturer claims to be a women contains no GMO or preservatives, can be owned business. prepared in skillet in 10 minutes and retails in an 18-oz. pack.

Claims: Claims: Claims: Claims: Microwaveable Other (Functional), Microwaveable, Babies & Microwaveable, Vegetarian, Ethical - No Additives/Preservatives, Microwaveable, Toddlers (0-4), Digestive (Functional) Environmentally Friendly Package Organic, Hormone Free, GMO-Free

Source: Mintel (2016) Innovative Cauliflower Launches: 79 L3M (March – June 2016)

Heston From Waitrose Woolworths Food Trader Joe’s Spicy Pickled Trader Ming's Kung Pao Cauliflower Macaroni Cauliflower, Broccoli & Vegetables Tempura Cauliflower Cheese with Truffle Kale Rice (USA) (USA) Flavoured Oil (South Africa)

(UK)

Trader Ming's Kung Pao Tempura Woolworths Food Cauliflower, Broccoli & Heston From Waitrose Cauliflower Macaroni Trader Joe’s Spicy Pickled Vegetables Cauliflower comprises large cauliflower Kale Rice is now available. The product is Cheese with Truffle Flavoured Oil has been areTrader Joe's version of traditional florets enrobed in a light tempura batter that chopped for convenience, washed and repackaged. This vegetarian product is Mexican Jalapeños en Escabeche with the bake up crispy on the outside, and tender ready to cook and can be microwaved for described as a cooked free range eggs twist of carrots, onion, cauliflower and on the inside. The product comes with a three to five minutes. It retails in a 400g macaroni pasta coated in truffle flavoured jicama. This kosher certified product retails microwaveable spicy kung pao sauce and pack. olive oil and truffle paste with a rich cheese in a 20-oz. pack. can be served as an appetizer, a starter, or sauce, cauliflower florets and topped with a vegetarian side dish. It retails in a 24-oz. an extra mature Cheddar cheese, parsley pack. and ciabatta crumb.

Claims: Claims: Claims: Claims: Vegetarian, Ethical - Environmentally Microwaveable, Ease of Use Kosher Microwaveable, Vegetarian Friendly Package, Ethical - Animal

Source: Mintel (2016) 80

Pumpkin. 81

Both purchase and consumption of pumpkins have slightly increased this wave. Average Average Purchase Consumption 3.2 times 9.1 times Pumpkin is generally purchased from per month per month mainstream retailers. This wave continues a decline in purchase from specialist retailers. 3.0 times, Wave 29 8.1 times, Wave 29 3.1 times, Wave 33 8.8 times, Wave 33

Purchase Channels 60% 58% 59% 54% 54% 53%

41% 39% 33%

23% 24% 21% 21% 20% 19% 18% 15% 16%

8% 7% 5% 6% 5% 4% 3% 4% 1% 1% 1% 1% 2% 1% 1% 1% 1% 2%

Woolworths Coles Specialist Fruit Independent Markets Aldi Direct from the Online Costco Gourmet Convenience Other and Vegetable Supermarkets grower Independent Stores Retailer Retailers

Wave 29: Oct-15 Wave 33: Feb-16 Wave 37: Jun-16

Q1. On average, how often do you purchase pumpkin? Q2. On average, how often do you consume pumpkin? Q5. From which of the following channels do you typically purchase pumpkin? Sample Wave 29 N=305, Wave 33 N=304, Wave 37 N=302 : Indicates LOWER score than current wave. : Indicates HIGHER score than current wave. Average Spend and Price Sensitivity 82

Average weight of Recalled last spend Value for money purchase

The average consumer Recalled last spend on Consumers perceived typically purchases pumpkin is $3.20, pumpkin as good 1.3kg of pumpkin, remaining stable from value for money consistent with the the past wave. (7.0/10), which has previous wave. increased this wave.

1.2kg, Wave 29 $3.30, Wave 29 6.6/10, Wave 29 1.3kg, Wave 33 $3.20, Wave 33 6.6/10, Wave 33

Q3. How much pumpkin do you typically purchase when you shop for it? Q3b. To the best of your memory how much did this cost on your most recent typically purchase? Q4. Please indicate how Poor to Good Value you think this product is? (0-10 scale) : Indicates LOWER score than current wave. Sample Wave 29 N=305, Wave 33 N=304, Wave 37 N=302 : Indicates HIGHER score than current wave. 83 Amount Purchased if Selected (Wave 5) Half and whole pumpkins are the most commonly purchased format. Quartered pumpkins are also popular, with pre-packaged formats only 51% making up a small proportion of purchases. Mean Half Pumpkin 1.1 51%

56% 56% 31% 53% 52% 52% 48% Whole Pumpkin Mean 1.4 42% 32% 36% 36%

33% Mean Quarter Pumpkin 1.4 11% 31% 9% 8% 5% 4% 4% 4% 5% 4% 3% 3% 2%

Half Pumpkin Whole Pumpkin Quartered Pumpkin Pre-packaged in Pre-packaged in Baby/mini formats Pre-prepared small large Formats container/bag/tray container/bag/tray

Wave 37: Jun-16 Wave 33: Feb-16 Wave 29: Oct-15

Q4b. In what fresh formats do you typically purchase Pumpkin? Sample Wave 29 N=305, Wave 33 N=304, Wave 37 N=302 Online and In-store Commodity Prices 84 Butternut

Darwin, NT Woolworths: N/A Coles: $4.00kg

The average price for Pumpkin Brisbane, QLD Woolworths: $3.48kg /$3.48kg in Australia was $3.37kg Coles: $1.20kg / $1.20kg

Adelaide, SA Woolworths: $3.98kg / $2.98kg Sydney, NSW Perth, WA Coles: $4.00kg / $4.00kg Woolworths: $5.00kg / $3.48kg Woolworths: $2.98kg Coles: $3.50kg / $3.50kg Coles: $1.30kg Canberra, ACT Woolworths: $3.98kg Melbourne, VIC Coles: $3.50kg • The average price per kg of butternut pumpkins is relatively consistent at $3.37 per kg in Woolworths: $3.98kg / $3.98kg comparison to the previous wave ($3.43 per kg). Coles: $4.00kg / $4.00kg • The retail price range was $2.00 per kg. The cheapest price was $1.20 per kg in Brisbane, whilst the most expensive was $5.00 per kg in Sydney.

Pricing was carried out on 17th June between 10am-12pm. Hobart, TAS Prices are displayed Online / In-store Woolworths: $3.48kg Green text indicates promotional pricing Coles: $2.50kg 85

Consistent with past waves, spontaneous awareness of pumpkin types remains high. Butternut, Japanese and Kent varieties have the highest level of recall.

74% 74% 66%

47% 39% 39% 35% 36% 29% 31% 31% 26% 20% 14% 13% 11% 7% 7% 5% 5% 4% 2% 2% 1%

Butternut Japanese Kent Queensland Blue Grey Jarrahdale Golden Nugget Do not know any varieties

Wave 37: Jun-16 Wave 33: Feb-16 Wave 29: Oct-15

Q6a. What varieties of pumpkin are you aware of? (unprompted) Sample Wave 29 N=305, Wave 33 N=304, Wave 37 N=302 Taste and health are the key drivers of pumpkin purchase. Not wanting to 86 waste any and already consuming enough for their needs are the main barriers to purchase. Triggers Barriers

66% 8% They taste great 65% 5% Too inconvenient to prepare 62% 6% 48% 9% As they are healthy 52% 6% I grow my own 53% 7% 57% 6% Easy to prepare/cook with 57% 5% Too heavy for my shopping/to carry 51% 8% To add variety to my 54% 8% 53% vegetable selection 5% Short shelf life 48% 9% 41% 6% To add colour to a meal 43% 9% Expensive 40% 10% 46% 7% I don't know how to fit any more vegetables To complement other food 43% 6% into my daily diet 37% 11% 34% 10% It's versatile 39% 11% Other 36% 13% To use as an ingredient in 39% 19% 41% dishes 23% I want a variety of vegetables in my diet 36% 17% 33% 36% The whole family likes them 38% 33% I consume enough to balance my diet 34% 25% 29% 33% Cooks quickly 38% 28% I don't want to waste any 30% 29%

Wave 29: Oct-15 Wave 33: Feb-16 Wave 37: Jun-16 Wave 29: Oct-15 Wave 33: Feb-16 Wave 37: Jun-16

Q7. Which of the following reasons best describes why you purchase pumpkin? Q8. Which reason best describes why you don’t buy pumpkin more often? Sample Wave 29 N=305, Wave 33 N=304, Wave 37 N=302

87 Traditional Australian cuisine remains Top 5 Consumption Occasions popular for pumpkin dishes, with Wave 33 Wave 37 minimal change over the last three Dinner 80% 75% 16% Family meals 73% 63% used pumpkin waves. when cooking a Weekday meals 51% 44% new recipe Meal occasions generally occur at Weekend meals 50% 40% dinner time and for family meals. Quick Meals 23% 22% 17%, Wave 33

Typical Cuisine Cooked 80% 64%

60% 48%

40% 24%

20% 12% 15% 7% 6% 5% 6% 6%

0% Traditional Modern British Italian Indian Thai Chinese Middle Snacks Other Eastern Wave 29: Oct-15 Wave 33: Feb-16 Wave 37: Jun-16 Australian European Asian Other Cuisines

Q10. What cuisines do you cook/consume that use pumpkin? Q11. Which of the following occasions do you typically consume/use pumpkin? Sample Wave 29 N=305, Wave 33 N=304, Wave 37 N=302 : Indicates LOWER score than current wave. : Indicates HIGHER score than current wave. 88 Consumers prefer to serve pumpkin with potatoes and carrots. Roasting and soups remain the primary cooking styles.

Accompanying Vegetables

Potato 71% Top 10 Cooking Styles Wave 29 Wave 33 Wave 37 lettu Roasting 75% 77% 69% Carrot 57% ce Soup 55% 54% 52% Mashing 50% 52% 47% Baking 44% 46% 42% Boiling 36% 38% 37% Broccoli 41% Steaming 37% 38% 31% Slow Cooking 18% 19% 17% Microwave 16% 14% 13% Frying 9% 9% 13% carrSweet 38% Stir frying 10% 10% 10% Potatoot

Onion 36%

Q9. How do you typically cook pumpkin? Q10a. And when are you serving pumpkin which of the following do you also serve together with this? Sample Wave 29 N=305, Wave 33 N=304, Wave 37 N=302

89 Pumpkin provenance has marginally increased over the last three wave. Knowing their pumpkins are Australian grown remains the most important provenance information.

Vegetable Average 6.6

Wave 29: Oct-15 6.7 8.2

Wave 33: Feb-16 6.8

Wave 37: Jun-16 7.1

Q14. When purchasing , how important is Provenance to you? Sample Wave 29 N=305, Wave 33 N=304, Wave 37 N=302

90

Expected Pumpkins are expected to stay fresh for 12 days once to stay purchased. Freshness expectations of pumpkin always fresh for being met have increased this wave. 12.5 days

11.5 days, Wave 29 11.9 days, Wave 33

Expectations Met

Wave 29: Oct-15 6% 10% 63% 20%

Wave 33: Feb-16 1%5% 8% 67% 17%

Wave 37: Jun-16 3% 10% 63% 22%

Never met Rarely met Met some of the time Met half of the time Met most of the time Always met

Q12. How long do you expect pumpkin to stay fresh for, once you have purchased it? Q13. How often is this length of freshness met when you buy pumpkin? Sample Wave 29 N=305, Wave 33 N=304, Wave 37 N=302 : Indicates LOWER score than current wave. : Indicates HIGHER score than current wave.

91

Pumpkin Product Launch Trends. There were 687 products launched in the past three months that contained pumpkin, which is lower than the previous wave (839). Europe and Asia Pacific Pumpkin Global NPDs were the main regions for launches, while USA was the key country. Flexible packaging remained the most common format. Launches were predominately in March – June 2016 snack and breakfast cereal categories.

Country Region

6% USA 9% 8%

UK 7% 14% 44% Germany 6%

South Korea 6% 28%

South Africa Europe Asia Pacific 6% North America Latin America 687 Global NPDs Middle East & Africa

Top Pack Formats Top Claims

5% Low/No/Reduced 6% Allergen 27%

9% Categories No Additives/ Preservatives 24% 44% Breakfast Snacks Gluten-Free 24% Cereals 19% 27% 15% Vegetarian 18%

Bakery Meals Flexible Flexible stand-up pouch Social Media 18% Tub Tray 10% 6% Flexible sachet 93 Pumpkin Product Launches: Last 3 Months (March – June 2016) Summary

• A total of 687 products containing pumpkin as an ingredient were launched globally in the last 3 months, lower than the previous quarter (839 launches).

• There were 9 pumpkin launches in Australia this quarter.

• Europe (44%) and Asia Pacific (28%) were the top regions for launches. Key countries for innovation were USA (9%), UK (7%) and Germany (6%).

• Flexible packaging continues to be the widely used format for launches (44%).

• Top categories for product launches were snacks (27%), breakfast cereals (15%) and bakery goods (10%).

• Core claims for product launches globally were based around health e.g. low allergen (27%), no additives/preservatives (24%) and gluten-free (24%).

• The most innovative product was a cold pressed pumpkin seed oil from Poland. See following pages for examples of product launches. Source: Mintel (2016) 7 The most active country for launches in the last 3 months was the USA, followed by UK and Germany. 94 Pumpkin Launches 7 Snacks remained the key category for launches, with breakfast Country & Categories cereals and bakery items also common launches.

Top Launch Countries Top Launch Categories

9% USA Snacks 27%

7% UK Breakfast Cereals 15%

6% Germany Bakery 10%

6% South Korea Meals & Meal Centers 6%

Sugar & Gum 6% South Africa 5% Confectionery

5% China Baby Food 5%

5% Canada Dairy 4%

4% France Soup 4%

687 3% Japan Sauces & Seasonings Launches 4% Globally 3% Mexico Desserts & Ice Cream 3% 7 Flexible packaging was the predominant format type for 95 Pumpkin Launches products launched in the last three months. Top Claims & Pack Formats Used 7 Health claims were most commonly used globally, with allergen free, no additives/preservatives and gluten-free the most common claims.

Pack Formats Used Top Claims Used

Flexible 44% Low/No/Reduced Allergen 27%

Flexible stand-up pouch 19% No Additives/Preservatives 24% Global

Tub 9% Global Gluten-Free 24%

Flexible 50% Vegetarian 26%

Tub 14% Low/No/Reduced Allergen 24% Europe

Tray 7% Europe Organic 21%

Flexible 43% No Additives/Preservatives 39%

Flexible stand-up pouch 22% Social Media 17%

Flexible sachet 12% Vegetarian 14%

Asia Asia Pacific Asia Asia Pacific

Only regions with n >30 are displayed

Innovative Pumpkin Launches: 96 L3M (March – June 2016) Natural Polyphenol Antioxidants

Krusteaz Pumpkin Pie Bar Mamion Yuginong Ssari Babience Bareunipmat Casale Paradiso Pumpkin Supreme Mix Joa Organic Sweet Chicken Breast & Green Risotto (Mexico) Pumpkin Rice Snack Pumpkin Rice Porridge (Italy) (South Korea) (South Korea)

Krusteaz Pay de Calabaza (Pumpkin Pie Bar Supreme Mix) is now available. The Mamion Yuginong Ssari Joa Organic Sweet Casale Paradiso Risotto alla Zucca Babience Bareunipmat Chicken Breast & kosher product is made with gingerbread Pumpkin Rice Snack is made of 98% (Pumpkin Risotto) is made with carnaroli Green Pumpkin Rice Porridge has been crust and retails in a 489g pack made from organic rice and 2% sweet pumpkin. It is rice which is said to be the best for risotto. added to the range. It is made with stock, 100% recycled paperboard. said to gently melt in mouth, and is suitable This gluten-free product is low in fat, free brewed with Korean beef, jujube and radish, for baby over six month. It retails in a 25g from salt and suitable fro vegetarian. It Icheon rice, Korean vegetables, chicken resealable pack. cooks in 16 minutes and retails in a 300g breast and green pumpkin, and these are pack enough for four servings. specialty of each area and directly purchased from the producer.

Claims: Claims: Claims: Claims: Kosher, Ethical - Environmentally Friendly Organic, Babies & Toddlers (0-4), Babies & Toddlers (0-4), Digestive Low/No/Reduced Fat, Vegetarian, Gluten- Package Convenient Packaging (Functional), Bone Health Free, Low/No/Reduced Allergen

Source: Mintel (2016) Innovative Pumpkin Launches: 97 L3M (March – June 2016) Natural Polyphenol Antioxidants

Baby Best Pumpkin Baby Fithia Margarine with Cold Ricca Massa Artesanal Watkins Imitation Pumpkin Noodles Pressed Pumpkin Seed Oil Pumpkin Rondelli with Spice Extract (Taiwan) (Poland) Parmesan, Almond and (USA) Bechamel Sauce

(Brazil) Fithia Margaryna z Olejem z Pestek Dyni Baby Best Pumpkin Baby Noodles are Tloczonym na Zimno (Margarine with Cold suitable for babies aged nine months and Pressed Pumpkin Seed Oil) is said to be a Watkins Imitation Pumpkin Spice Extract older. The product is ready to cook, and free Ricca Massa Artesanal Rondeli de Moranga light bread spread, with a light pistachio has been awarded the gold medal for from preservatives, artificial colouring and com Parmesão, Lascas de Amêndoas e colour that provides an unique taste, highest quality. The kosher certified product flavours. It retails in a 200g pack featuring Bechamel (Pumpkin Rondelli with especially to sandwiches with cheese, curd, retails in a 2-fl. oz. pack featuring recipe the Facebook logo. Parmesan, Almond and Bechamel Sauce) is meat and vegetables or as addition to described as an easy to cook and tasty ideas. potato puree. meal. It can be prepared in a microwave oven, and contains no added colorants or preservatives. This handmade product retails in a 600g pack.

Claims: Claims: Claims: Claims: No Additives/Preservatives, Babies & No Additives/Preservatives, Antioxidant No Additives/Preservatives, Microwaveable, Kosher Toddlers (0-4), Ease of Use, Social Media Ease of Use

Source: Mintel (2016) Innovative Pumpkin Launches: 98 L3M (March – June 2016) Natural Polyphenol Antioxidants

May & Tao's Thai Yellow Guangzhou Restaurant Heavenly Organic L'Emile Saveurs Sans Curry Chicken with Likoufu / Likofu Chun Wu Superfoods Pumpkin & Gluten Organic Pumpkin Pumpkin Gu Glutinous Rice Balls Banana Yummy Wafer Wisps Crispbreads (China) with Pumpkin Filling (Spain) (France) (China) Heavenly Organic Superfoods Deliciosas L'Emile Saveurs Sans Gluten Tartines Bio Volutas de Barquillo Calabaza y Plátano Craquantes à la Courge (Organic Pumpkin May & Tao's Tai Shi Huang Ka Li Ji Kuai Guangzhou Restaurant Likoufu / Likofu (Pumpkin & Banana Yummy Wafer Wisps) are Crispbreads) are now available. This gluten- Dun Nan Gua (Thai Yellow Curry Chicken Chun Wu Gu Nan Gua Tang Yuan suitable for babies above six months of age free product is said to be crunchy, contains with Pumpkin) can be prepared by pan or (Glutinous Rice Balls with Pumpkin Filling) and children, and are said to be perfect for only 17 calories per crispbread and is a microwave. This product retails in a 300g are free from preservatives and added teething. They contain organic fruits and source of fibre. It is also said to be low in pack. colours. This product retails in a 320g pack vegetables blended together with ancient sugars and can be served for breakfast, as containing 16 x 20g units. grains and are free from added sugar, salt, an apéritif with tapenade, as a bread artificial colourants and flavours. substitute or as a snack for children.

Claims: Claims: Claims: Claims: No Additives/Preservatives, Microwaveable No Additives/Preservatives Low/No/Reduced Calorie, Low/No/Reduced Low/No/Reduced Sugar, Organic, Sugar, Organic, Gluten-Free, Low/No/Reduced Sodium, Babies & Toddlers Low/No/Reduced Allergen (0-4), Bone Health, Social Media

Source: Mintel (2016) Top Australian Pumpkin Launches: 99

L3M (March – June 2016) Natural Polyphenol Antioxidants

Cucina Del Nonno Country Cup Cream of The Real Skinny Soup Fodmapped for You! Vegetarian Lasagna Pumpkin with Croutons Pumpkin & Sweet Potato Roasted Pumpkin Soup Instant Soup with a Hint of Sage Soup

Fodmapped for You! Roasted Pumpkin Cucina Del Nonno Vegetarian Lasagna is Country Cup Cream of Pumpkin with The Real Skinny Soup Pumpkin & Sweet Soup with a Hint of Sage has been now available. This product consists of Croutons Instant Soup is 98% fat free and Potato Soup is a lightly seasoned soup of relaunched, previously known as Sue traditional fresh pasta sheets layered with contains no artificial colours or added fresh pumpkin and sweet potato with a hint of Shepherd Roasted Pumpkin Soup. This roasted pumpkin, zucchini, eggplant and preservatives. This product retails in a spice. The product contains no artificial product is free from onion, garlic, gluten, peppers mixed in a Napoli sauce and recyclable and resealable 50g pack colours, can be heated in the microwave, and artificial colours, flavours, preservatives, topped with mozzarella and parmesan containing two portions. retails in a 300g pack with a twist and lock lid. MSG and 99% fat. The vegetarian certified cheese. This simply heat and eat product is microwavable soup is low in FODMAP, is a ready in minutes in the microwave and source of fibre and features a 3.5 health star contains no added preservatives. It retails in rating. This product retails in a 500g pack a 380g microwave and oven ready tray that serves two and features the Facebook which serves one. and Instagram logos.

Claims: Claims: Claims: Claims: No Additives/Preservatives, Microwaveable, No Additives/Preservatives, Microwaveable, No Additives/Preservatives, No Additives/Preservatives, Slimming Vegetarian, Time/Speed, Ease of Use, Low/No/Reduced Fat, Ethical - Low/No/Reduced Fat, Microwaveable, Convenient Packaging Environmentally Friendly Package, Vegetarian, Gluten-Free, Low/No/Reduced Time/Speed, Convenient Packaging Allergen, Social Media

Source: Mintel (2016) 100

PumpkinBaby Broccoli. .

There were no products launched containing baby broccoli as an ingredient in the past three months. 101

Both purchase and consumption have remained relatively consistent with the previous wave. Average Average Baby broccoli is typically purchased from Purchase Consumption mainstream retailers, with an upwards trend in 3.3 times 6.3 times purchase from Aldi, and a noticeable decrease in per month per month purchase from independent supermarkets this wave. 3.4 times, Wave 29 6.8 times, Wave 29 3.4 times, Wave 33 6.1 times, Wave 33

60% Purchase Channel 57%57% 57%57% 51%

27% 25% 24% 22% 19% 17% 14% 13%12% 10% 11% 10% 4% 2% 3% 3% 3% 3% 1% 1% 0% 1% 1% 1% 0% 0% 0% 1% 1% 0%

Coles Woolworths Specialist Fruit Aldi Markets Independent Online Direct from the Costco Gourmet Convenience Other and Vegetable Supermarkets grower Independent Stores Retailer Retailers Wave 29: Oct-15 Wave 33: Feb-16 Wave 37: Jun-16

Q1. On average, how often do you purchase ? Q2. On average, how often do you consume ? Q5. From which of the following channels do you typically purchase ? Sample Wave 29 N=202, Wave 33 N=201, Wave 37 N=205 Average Spend and Price Sensitivity 102

Average weight of Recalled last spend Value for money purchase

The average consumer The average recalled last On average, consumers typically purchases 0.5kg spend is $3.30 in June perceive baby broccoli to of baby broccoli, consistent 2016, slightly lower than be moderate value for with previous waves. the previous waves. money (6.2/10).

0.5kg, Wave 29 $3.60, Wave 29 6.1/10, Wave 29 0.5kg, Wave 33 $3.40, Wave 33 6.0/10, Wave 33

Q3. How much do you typically purchase when you shop for it? Q3b. To the best of your memory how much did this cost on your most recent typical purchase? Q4. Please indicate how Poor to Good Value you think this product is? (0-10 scale) : Indicates LOWER score than current wave. Sample Wave 29 N=202, Wave 33 N=201, Wave 37 N=205 : Indicates HIGHER score than current wave. 103

Bunched baby broccoli is the dominant format purchased by consumers, consistent with previous waves.

97% 96% 93%

5% 6% 5% 3% 2% 2% 1% 0% 2%

Bunched Pre-packaged in small Pre-packaged in large Pre-prepared formats container/bag/tray container/bag/tray

Wave 29: Oct-15 Wave 33: Feb-16 Wave 37: Jun-16

Q4b. In what fresh formats do you typically purchase ? Sample Wave 29 N=202, Wave 33 N=201, Wave 37 N=205

Online and In-store Commodity Prices 104 Baby Broccoli

Darwin, NT Woolworths: $2.00 Coles: $3.00

The average price for Baby Broccoli in Brisbane, QLD Woolworths: $2.00 / $2.00 Australia was $2.55 per bunch Coles: $2.98 / $3.00

Adelaide, SA Woolworths: $2.00 / $2.00 Sydney, NSW Coles: $3.00 / $4.00 Woolworths: $3.00 / $3.00 Perth, WA Woolworths: $2.98 Coles: $2.00 / $2.00 Coles: $2.00 Canberra, ACT Woolworths: $2.98 Melbourne, VIC Coles: $2.00 • The average price per bunch for baby broccoli was $2.55 in June, slightly higher than Woolworths: $2.00 / $2.00 the previous wave ($2.38). Coles: $2.90 / $2.90 • Prices were relatively consistent between retailers and retailers, with numerous price specials for $2.00 per bunch. • The retail price range was $2.00.

Pricing was carried out on 17th June between 10am-12pm. Hobart, TAS Woolworths: $2.50 Prices are displayed Online / In-store Coles: $2.90 Green text indicates promotional pricing Ease of preparation and health remain the key drivers for baby broccoli 105 purchase. Already consuming enough in their diet and price are the key barriers. Short shelf life has slowly increased as a barrier to purchase.

Triggers Barriers

62% 1% Easy to prepare/cook with 65% 0%Weight diet management 1% 63% 2% 62% 3% I grow my own As they are healthy 59% 3% 60% 8% 55% 8% Inconsistent or poor quality They taste great 56% 3% 55% 4% 52% 5% Lack of variety available Cooks quickly 47% 3% 51% 7% I don't know how to fit any more vegetables 6% into my daily diet To add variety to my vegetable 44% 4% 49% selection 8% 50% 8% Other 28% 8% Specific health and nutritional benefits 35% 9% 36% 11% Short shelf life 35% 15% To complement other food 34% 21% 35% 26% I don't want to waste any 19% 31% 29% To add colour to a meal 39% 31% I want a variety of vegetables in my diet 34% 26% 27% 30% I like the texture 30% 27% Expensive 32% 29% 27% 27% To use as an ingredient in dishes 29% 29% I consume enough to balance my diet 28% 30% Wave 29: Oct-15 Wave 33: Feb-16 Wave 37: Jun-16 Wave 29: Oct-15 Wave 33: Feb-16 Wave 37: Jun-16

Q7. Which of the following reasons best describes why you purchase ? Q8. Which reason best describes why you don’t buy more often? Sample Wave 29 N=202, Wave 33 N=201, Wave 37 N=205 106 Australian and Chinese cuisines are Top 5 Consumption Occasions the most popular ways of cooking baby broccoli dishes, consistent with the Wave 33 Wave 37 previous waves. Dinner 76% 68% 10% used baby Family meals 57% 59% broccoli when Key meal occasions are primarily Weekday meals 43% 36% cooking a new recipe centred around dinner and family Quick Meals 44% 35% meals. Weekend meals 31% 31% 13%, Wave 33

Typical Cuisine Cooked 80%

57% 60% 38% 44% 40% 21%

20% 14% 11% 6% 2% 3% 3% 4% 0% Modern Traditional British Greek Italian Indian Chinese Thai Middle Snacks Other Eastern Wave 29: Oct-15 Wave 33: Feb-16 Wave 37: Jun-16

Australian European Asian Other

Q10. What cuisines do you cook/consume that use ? Q11. Which of the following occasions do you typically consume/use ? : Indicates LOWER score than current wave. Sample Wave 29 N=202, Wave 33 N=201, Wave 37 N=205 : Indicates HIGHER score than current wave.

Consumers continue to serve baby broccoli with carrots and 107 potatoes. There has been a significant increase in pumpkin as an accompanying vegetable this wave. Steaming and stir frying remain the primary cooking styles.

Accompanying Vegetables

Carrot 62% Top 10 Cooking Styles Wave 29 Wave 33 Wave 37 lettu Steaming 62% 63% 60% Potatoes 60% ce Stir frying 47% 54% 44% Boiling 31% 27% 27% Microwave 21% 29% 25%

Sweet Slow Cooking 4% 5% 9% Potato 30% Roasting 4% 6% 6% Frying 6% 6% 6% Soup 4% 5% 6% carr Sautéing 10% 14% 6% Pumpkin 28% Raw 9% 6% 4% ot

Beans 25%

Q9. How do you typically cook ? Q10a. And when are you serving which of the following do you also serve together with this? Sample Wave 29 N=202, Wave 33 N=201, Wave 37 N=205

108 General provenance is important to consumers. However, they are more interested in knowing that baby broccoli is grown in Australia, which has remained relatively consistent over the last three months.

Vegetable Average 6.6

Wave 29: Oct-15 6.9 8.1

Wave 33: Feb-16 6.8

Wave 37: Jun-16 6.7

Q14. When purchasing Broccolini/Baby Broccoli, how important is Provenance to you? (that is, knowing where the product is grown/where it comes from) Q15. And when purchasing Broccolini/Baby Broccoli, how important is that it is grown in Australia? Mean scores out of 10. Sample Wave 29 N=202, Wave 33 N=201, Wave 37 N=205

109

Consumers expect baby broccoli to remain fresh for almost a week once purchased. Expected to stay fresh for Freshness expectations of baby broccoli are being met 6.5 days most of the time, consistent with previous waves.

6.3 days, Wave 29 6.1 days, Wave 33 Expectations Met

Wave 29: Oct-15 7% 9% 65% 16%

Wave 33: Feb-16 7% 10% 63% 18%

Wave 37: Jun-16 7% 8% 64% 19%

Never met Rarely met Met some of the time Met half of the time Met most of the time Always met

Q12. How long do you expect to stay fresh for, once you have purchased it? Q13. How often is this length of freshness met when you buy ? Sample Wave 29 N=202, Wave 33 N=201, Wave 37 N=205 : Indicates LOWER score than current wave. : Indicates HIGHER score than current wave. 110

Silverbeet. 111

Average purchase and consumption of silverbeet have both declined this wave. Average Average Purchase Consumption 3.3 times 6.2 times There has been a significant decline in purchase per month per month from Coles, returning to levels in Wave 29. Purchase from independent retailers and Aldi has continued to trend upwards. 3.1 times, Wave 29 6.8 times, Wave 29 3.7 times, Wave 33 6.7 times, Wave 33

64% Purchase Channels 56% 49% 50% 48% 44% 41% 36% 33% 30% 27% 21% 22% 23% 18% 16% 13% 10% 9% 6% 5% 3% 4% 4% 4% 3% 2% 1% 2% 2% 0% 1% 1% 1% 2% 0%

Woolworths Coles Specialist Fruit Independent Markets Aldi Direct from the Online Gourmet Convenience Costco Other and Vegetable Supermarkets grower Independent Stores Retailer Retailers

Wave 29: Oct-15 Wave 33: Feb-16 Wave 37: Jun-16

Q1. On average, how often do you purchase silverbeet? Q2. On average, how often do you consume silverbeet? Q5. From which of the following channels do you typically purchase silverbeet? Sample Wave 29 N=204, Wave 33 N=200, Wave 37 N=201 : Indicates LOWER score than current wave. : Indicates HIGHER score than current wave. Average Spend and Price Sensitivity 112

Average weight of Recalled last spend Value for money purchase

The average consumer Recalled last spend on Consumers perceive typically purchases silverbeet is $3.30, silverbeet to be good 0.9kg of silverbeet, relatively consistent value for money slightly increasing from with the previous (6.8/10), which has the previous waves. waves. increased from past waves.

0.8kg, Wave 29 $3.40, Wave 29 6.5/10, Wave 29 6.5/10, Wave 33 0.8kg, Wave 33 $3.40, Wave 33

Q3. How much silverbeet do you typically purchase when you shop for it? Q3b. To the best of your memory how much did this cost on your most recent typically purchase? Q4. Please indicate how Poor to Good Value you think this product is? (0-10 scale) : Indicates LOWER score than current wave. Sample Wave 29 N=204, Wave 33 N=200, Wave 37 N=201 : Indicates HIGHER score than current wave. 113 Amount Purchased if Selected (Wave 5) Nearly all consumers purchase silverbeet in bunched formats. This highlights the limited availability in other formats, including pre- 51% packaged, which is currently purchased by a small number of Mean consumers. Half Pumpkin 1.1 51%

97% 95% 96% 31% Whole Pumpkin Mean 1.4 32%

33% Mean Quarter Pumpkin 6% 5% 7% 1.4 3% 2% 2% 4% 3% 2% 31% 1% 3% 1% Bunched Pre-packaged in small Pre-packaged in large Pre-prepared formats Pre-prepared mixed container/bag/tray container/bag/tray vegetable formats

Wave 29: Oct-15 Wave 33: Feb-16 Wave 37: Jun-16

Q4b. In what fresh formats do you typically purchase Silverbeet? Sample Wave 29 N=204, Wave 33 N=200, Wave 37 N=201 Online and In-store Commodity Prices 114 Silverbeet

Darwin, NT Woolworths: $4.48 Coles: $4.00

The average price for Silverbeet in Brisbane, QLD Woolworths: $3.48 / $3.48 Australia was $3.70 per bunch Coles: $3.50 / $3.50

Adelaide, SA Woolworths: $3.98 / $3.98 Sydney, NSW Coles: $4.00 / $4.00 Woolworths: $4.50 / $4.50 Perth, WA Coles: $3.50 / $3.50 Woolworths: $3.48 Coles: $3.50 Canberra, ACT Woolworths: $3.50 Melbourne, VIC Coles: $3.50 • The average price per bunch for Silverbeet was $3.70 in June, lower than the previous Woolworths: $3.50 / $3.50 wave ($4.28). Coles: $2.90 / $2.90 • The cheapest price was in Melbourne at $2.90 and the most expensive at $4.50 in Sydney. • The retail price range was $1.60.

Pricing was carried out on 17th June between 10am-12pm. Hobart, TAS Prices are displayed Online / In-store Woolworths: $4.00 Green text indicates promotional pricing Coles: $3.50 115

Spontaneous awareness for silverbeet is low, with the highest recall for rainbow/coloured/Swiss silverbeet.

Spinach and Chard were also recalled by consumers as types of silverbeet.

65% 64% 65%

17% 11% 10% 6% 6% 4% 3% 3% 2% 3% 3% 1%

Rainbow/Coloured/Swiss White Normal Fordhook Do not know any varieties

Wave 37: Jun-16 Wave 33: Feb-16 Wave 29: Oct-15

Q6a. What varieties of Silverbeet are you aware of? (unprompted) Sample Wave 29 N=204, Wave 33 N=200, Wave 37 N=201 The key drivers of purchase for silverbeet are health and ease of preparation. In 116 contrast, already consuming enough for their needs and wanting a variety of vegetables are the main barriers to purchase. Taste has continued to decline as a trigger over the last three waves. Triggers Barriers

64% 1% As they are healthy 64% 3% Not versatile for my cooking style 57% 4% 58% Easy to prepare/cook with 58% 6% I don't know how to fit any more vegetables 6% 57% into my daily diet 8% To add variety to my vegetable 48% 47% 10% selection 51% 6% Inconsistent or poor quality 59% 10% They taste great 55% 15% 48% 14% Other 50% 11% Cooks quickly 51% 45% 19% 12% Expensive 51% Specific health and nutritional benefits 49% 11% 45% 16% 36% 16% Short shelf life To use as an ingredient in dishes 43% 15% 37% 17% 29% 23% I grow my own To complement other food 33% 15% 28% 26% 29% 22% I don't want to waste any It's versatile 30% 21% 28% 33% 22% To add colour to a meal 38% 31% I want a variety of vegetables in my diet 27% 28% 25% 31% The whole family likes them 29% 25% I consume enough to balance my diet 22% 28% Wave 29: Oct-15 Wave 33: Feb-16 Wave 37: Jun-16 Wave 29: Oct-15 Wave 33: Feb-16 Wave 37: Jun-16

Q7. Which of the following reasons best describes why you purchase Silverbeet ? Q8. Which reason best describes why you don’t buy Silverbeet more often? Sample Wave 29 N=204, Wave 33 N=200, Wave 37 N=201

117 Top 5 Consumption Occasions

Silverbeet is popularly cooked in Wave 33 Wave 37 Australian and Chinese cuisine, Dinner 67% 64% 13% consistent with past waves. Meal Family meals 62% 62% used silverbeet when cooking a occasions tend to occur during dinner Weekday meals 45% 43% new recipe and family meals. Quick Meals 40% 31% Weekend meals 34% 30% 17%, Wave 33

Typical Cuisine Cooked 80%

60% 50% 40%

40% 24% 16% 17% 20% 10% 9% 5% 6% 6% 0% Traditional Modern British Italian Indian Thai Chinese Middle Snacks Other Eastern Wave 29: Oct-15 Wave 33: Feb-16 Wave 37: Jun-16 Australian European Asian Other Cuisines

Q10. What cuisines do you cook/consume that use Silverbeet? Q11. Which of the following occasions do you typically consume/use Silverbeet? Sample Wave 29 N=204, Wave 33 N=200, Wave 37 N=201 : Indicates LOWER score than current wave. : Indicates HIGHER score than current wave. 118 Consumers prefer to eat silverbeet mainly with potatoes and carrots, consistent with the previous waves. Silverbeet is generally steamed, boiled or stir fried.

Accompanying Vegetables

Top 10 Cooking Styles Potato 59% Wave 29 Wave 33 Wave 37 Steaming 54% 59% 56% Boiling 39% 38% 39% lettu Carrot 53% Stir frying 38% 43% 36% ce Soup 16% 24% 21% Sautéing 26% 22% 18% Microwave 13% 9% 14% Pumpkin 34% Slow Cooking 7% 10% 12% Baking 5% 13% 10% Raw 9% 9% 6% carr Frying 10% 11% 6% Cauliflower 29% ot

Sweet Potato 29%

Q9. How do you typically cook Silverbeet? Q10a. And when are you serving Silverbeet which of the following do you also serve together with this? Sample Wave 29 N=204, Wave 33 N=200, Wave 37 N=201 119

This wave sees a decline in the importance of provenance for silverbeet. However, knowing that silverbeet is grown in Australia remains highly important information to consumers.

Vegetable Average 6.6

Wave 29: Oct-15 7.1 8.7

Wave 33: Feb-16 7.4

Wave 37: Jun-16 6.9

Q14. When purchasing Silverbeet, how important is Provenance to you? Sample Wave 29 N=204, Wave 33 N=200, Wave 37 N=201

120

Freshness expectations for silverbeet have continued Expected to improve since October 2015. There has been an to stay increase in these expectations always being met this fresh for wave. 6.2 days

6.0 days, Wave 29 5.8 days, Wave 33

Expectations Met

Wave 29: Oct-15 3% 9% 15% 58% 14%

Wave 33: Feb-16 3% 6% 11% 66% 15%

Wave 37: Jun-16 11% 3% 66% 19%

Never met Rarely met Met some of the time Met half of the time Met most of the time Always met

Q12. How long do you expect Silverbeet to stay fresh for, once you have purchased it? Q13. How often is this length of freshness met when you buy Silverbeet? Sample Wave 29 N=204, Wave 33 N=200, Wave 37 N=201 : Indicates LOWER score than current wave. : Indicates HIGHER score than current wave.

121

Silverbeet Product Launch Trends. There were 40 products launched in the past three months that contained Silverbeet Global NPDs Silverbeet. Europe was the top region for launches, with Canada and UK being the key countries. Flexible packaging remained the most common format. March – June 2016 Launches were predominately in the fruit and vegetables category.

Country Region

5% 3% Canada 23% 8%

UK 15%

USA 13% 35% 50%

France 10%

Spain Europe North America 8% Latin America Asia Pacific 40 Global NPDs Middle East & Africa

Top Pack Formats Top Claims

3% No Additives/ 3% Preservatives 33% 18% Categories Ease of Use 28%

40% Fruit & Ethical - Meals Environmentally 20% Vegetables 23% Friendly Package 23% 53% Social Media 20% Processed Side Products Dishes Organic 18% Flexible Tray Tub Bottle Carton 8% 5% 123 Silverbeet Product Launches: Last 3 Months (March – June 2016) Summary

• A total of 40 products containing silverbeet as an ingredient were launched globally in the last 3 months.

• There were no silverbeet launches in Australia this quarter.

• Europe (50%) was the top region for launches. Key countries for innovation were Canada (23%), UK (15%) and USA (13%).

• Flexible packaging was the most widely used format for launches (40%), followed by tray formats (23%).

• Top categories for product launches were fruit and vegetables (53%), meals and meal centres (23%) and processed products (8%).

• Core claims for product launches globally included no additives/preservatives (33%), ease of use (28%), and ethical – environmentally friendly packaging (20%). Source: Mintel (2016) • The most innovative product was a Cappalletti pasta trio from Italy. Other examples of products can be found at the end of the silverbeet trend report. 7 The most active country for launches in the last 3 months was Canada, followed by UK and USA. 124 Silverbeet Launches 7 Fruit and vegetables are the key category for launches, with meals Country & Categories and processed products also common launches.

Top Launch Countries Top Launch Categories

23% Canada Fruit & Vegetables 53%

15% UK Meals & Meal Centers 23% 13% USA

Processed Fish, Meat & 10% France 8% Egg Products

8% Spain Side Dishes 5% 5% Brazil

5% Germany Soup 5%

5% Netherlands Juice Drinks 5% 40 Launches 3% Argentina Globally Sauces & Seasonings 3% 3% Belgium 7 The primary format of choice was flexible packaging, 125 Silverbeet Launches consistent with previous waves. Trays and tubs were Top Claims & Pack Formats Used also popular formats.

7 No additives/preservatives was the key claim used globally. Ease of use and environmentally friendly packaging were also prominent.

Pack Formats Used Top Claims Used

Flexible 40% No Additives/Preservatives 33%

Tray 23% Ease of Use 28%

Ethical - Environmentally 20%

Tub 18% Friendly Package Global Global Bottle 3% Social Media 20%

Carton 3% Organic 18%

Only regions with n >30 are displayed Innovative Silverbeet Launches: 126 L3M (March – June 2016) Natural Polyphenol Antioxidants

Fresca y Lista Vegetable Jumbo Ready! Vegetable Steve's Leaves Perfect Bondi Summer Cappelletti Cream Soup Tarts Ploughman's Salad Pasta Trio (Spain) (Argentina) (UK) (Italy)

Fresca y Lista Crema de Verduras Jumbo Ready! Tartines de Verdura (Vegetable Cream Soup) can be Steve's Leaves Perfect Ploughman's Salad is Bondi l'Estate Cappelletti (Summer (Vegetable Tarts) are now available. This microwaved for three minutes. The 100% now available. The product contains cheddar Cappelletti Pasta) is now available. This ready to bake and serve product is said to vegetable based product contains nine chunks, rustic crackers, pearl onions, mini handmade egg pasta is said to be made be quickly prepared after being cooked for different vegetables, is free from gherkins and a pickle dressing. It has been according to the ancient traditions of Emilia 10 to 12 minutes in the conventional oven preservatives, colourings and animal fats, washed in spring water and retails in a 130g Romagna, and includes an assortment of and retails in a 220g pack containing two and retails in a 620g recyclable pack with pack bearing a Twitter link and Facebook cappelletti pasta in three different flavours: units. two portions. reference. red cappelletti stuffed with buffalo mozzarella and cherry tomatoes; yellow cappelletti stuffed with fresh squacquerone cheese and arugula; and green cappelletti stuffed with fresh spinach and herbs.

Claims: Claims: Claims: Claims: No Additives/Preservatives, Microwaveable, Social Media Time/Speed, Ease of Use No Additives/Preservatives, GMO-Free Ethical - Environmentally Friendly Package, Ease of Use, No Animal Ingredients

Source: Mintel (2016) Innovative Silverbeet Launches: 127 L3M (March – June 2016) Natural Polyphenol Antioxidants

Woolworths Food Fresh Eat Smart Plant Powered True Organic Organic Tarall'Oro Conchiglioni Spinach, Broccoli & Kale Protein Super Caesar Salad Blissful Beets Juice Ortolano Pasta Soup Kit Smoothie (Brazil) (South Africa) (Canada) (Canada)

Woolworths Food Fresh Spinach, Broccoli & Eat Smart Plant Powered Protein Super True Organic Organic Blissful Beets Juice Tarall'Oro Massa Sêmola de Grão Duro Kale Soup is suitable for vegetarians with Caesar Salad Kit contains collard greens, Smoothie comprises a blend of juices from Conchiglioni Ortolano (Conchiglioni milk. This microwaveable, smooth and Italian kale, red chard, broccoli stalk, savoy and not from concentrate with added Ortolano Pasta) is now available. This creamy product retails in a 600g pack. cabbage, dry roasted edamame, roasted ingredients including four red beets, two durum wheat semolina pasta cooks in 12 to sunflower seeds, chia seeds, parmesan carrots, half a lemon, five and two thirds 13 minutes, and retails in a 500g pack. cheese and classic Caesar dressing. This apples and a vegetable blend. This gluten- gluten and preservative free product is a free, USDA organic and kosher certified high source of fibre and rich in vitamins A product contains no sugar and retails in an and C. It provides 14g protein per serving 828ml pack. and retails in a 176g pack.

Claims: Claims: Claims: Claims: Microwaveable, Vegetarian No Additives/Preservatives, High/Added Kosher, Low/No/Reduced Sugar, Organic, N/A Fiber, Gluten-Free, Low/No/Reduced Gluten-Free, Low/No/Reduced Allergen Allergen

Source: Mintel (2016) 128

Parsley. 129

On average, parsley is purchased approximately four times per month, and consumed eleven times per month. Average Average Purchase Consumption 3.6 times 11.4 times Parsley is generally purchased from per month per month mainstream retailers. There has been a significant decline in purchase from specialist vegetable retailers this wave. 3.6 times, Wave 29 10.4 times, Wave 25 3.9 times, Wave 33 10.8 times, Wave 33

Purchase Channels 55%55% 51% 53% 49%47% 40% 37%

28% 25% 22% 20% 21% 19%19% 14%14% 7% 8% 6% 6% 4% 3% 4% 3% 4% 3% 3% 3% 1% 0% 2% 2% 1% 1% 2%

Coles Woolworths Specialist Fruit Markets Independent Aldi Direct from the Online Gourmet Costco Convenience Other and Vegetable Supermarkets grower Independent Stores Retailer Retailers

Wave 29: Oct-15 Wave 33: Feb-16 Wave 37: Jun-16

Q1. On average, how often do you purchase parsley? Q2. On average, how often do you consume parsley? Q5. From which of the following channels do you typically purchase parsley? Sample Wave 29 N=205, Wave 33 N=201, Wave 37 N=200 : Indicates LOWER score than current wave. : Indicates HIGHER score than current wave. Average Spend and Price Sensitivity 130

Average weight of Recalled last spend Value for money purchase

The average consumer Recalled last spend on Consumers perceive typically purchases parsley was $2.90, parsley to be relatively 0.3kg of parsley, which which has slightly good value for money has increased from the increased this wave. (6.2/10), which has previous waves. trended upwards over the last three waves.

0.2kg, Wave 29 $2.80, Wave 29 5.6/10, Wave 29 0.2kg, Wave 33 $2.70, Wave 33 5.9/10, Wave 33

Q3. How much parsley do you typically purchase when you shop for it? Q3b. To the best of your memory how much did this cost on your most recent typically purchase? Q4. Please indicate how Poor to Good Value you think this product is? (0-10 scale) : Indicates LOWER score than current wave. Sample Wave 29 N=205, Wave 33 N=201, Wave 37 N=200 : Indicates HIGHER score than current wave. 131 Amount Purchased Bunched parsley remains the most common purchase format. Small if Selected (Wave 5) bags and plants are other popular format options typically purchased by consumers. 51% Mean Half Pumpkin 1.1 51%

89% 87% 84% 31% Whole Pumpkin Mean 1.4 32%

31% 26% 26% 33% 17% 13% 12% Mean 6% 6% 6% Quarter Pumpkin 4% 5% 5% 3% 4% 3% 1.4 3% 2% 1% 31% Bunched Pre-packaged in small Plant Pre-packaged in large Pre-prepared formats Pre-prepared mixed Other container/bag/tray container/bag/tray vegetable formats

Wave 29: Oct-15 Wave 33: Feb-16 Wave 37: Jun-16

Q4b. In what fresh formats do you typically purchase Parsley? Sample Wave 29 N=205, Wave 33 N=201, Wave 37 N=200 Online and In-store Commodity Prices 132 Flat Leaf (Continental)

Darwin, NT Woolworths: $2.98 Coles: 2 for $5.00

The average price for Parsley in Brisbane, QLD Woolworths: $2.98 / $3.50 Australia was $2.74 per bunch Coles: N/A / 2 for $5.00

Adelaide, SA Woolworths: $2.78 / $2.78 Sydney, NSW Coles: 2 for $5.00 / 2 for $5.00 Woolworths: $2.98 / $2.98 Perth, WA Coles: 2 for $5.00 / 2 for $5.00 Woolworths: $2.98 Coles: N/A Canberra, ACT Woolworths: $2.98 Melbourne, VIC Coles: 2 for $5.00 • The average price per bunch for Parsley was $2.74 in June, which has remained Woolworths: $1.98 / $2.98 stable with the previous waves. Coles: N/A / 2 for $5.00 • Coles has run a promotional campaign across all states with a 2 for $5.00 deal for all fresh herbs. • The retail price range was $1.52.

Pricing was carried out on 17th June between 10am-12pm. Hobart, TAS Prices are displayed Online / In-store Woolworths: $2.98 Coles: N/A Green text indicates promotional pricing 133

Awareness of parsley varieties has declined this wave. Most consumers recall Flat Leaf/Italian/Continental parsley and Curly Leaf parsley.

79% 71% 60%

44% 37% 33% 30% 29% 22%

2% 3% 3%

Flat Curly Leaf Other Do not know any Leaf/Italian/Continental varieties

Wave 37: Jun-16 Wave 33: Feb-16 Wave 29: Oct-15

Q6a. What varieties of parsley are you aware of? (unprompted) Sample Wave 29 N=205, Wave 33 N=201, Wave 37 N=200 Using parsley as an ingredient in dishes, complementing other foods and 134 adding colour are the key drivers of purchase. In contrast, the key barriers to purchase are not wanting to waste any and growing their own parsley.

Triggers Barriers

74% 1% To use as an ingredient in dishes 71% Weight diet management 66% 2% 63% 4% I don't know how to fit any more vegetables To complement other food 56% 4% 63% 4% into my daily diet 57% 9% To add colour to a meal 52% 7% I want a variety of vegetables in my diet 57% 8% 51% 4% They taste great 53% 4% Inconsistent or poor quality 50% 9% 31% 11% Easy to prepare/cook with 30% 8% Other 40% 11% 31% 12% As they are healthy 37% 16% Expensive 38% 14% 39% 26% It's versatile 37% 25% Short shelf life 36% 20% To add variety to my vegetable 27% 21% 29% 20% I consume enough to balance my diet selection 32% 22% 24% 29% I like the texture 23% 27% I grow my own 27% 28% 26% 32% Specific health and nutritional benefits 28% 30% I don't want to waste any 27% 29% Wave 29: Oct-15 Wave 33: Feb-16 Wave 37: Jun-16 Wave 29: Oct-15 Wave 33: Feb-16 Wave 37: Jun-16

Q7. Which of the following reasons best describes why you purchase parsley? Q8. Which reason best describes why you don’t buy parsley more often? Sample Wave 29 N=205, Wave 33 N=201, Wave 37 N=200

135 Italian and Australian cuisines are Top 5 Consumption Occasions popular for parsley dishes. Wave 33 Wave 37 Consumption tends to occur during Dinner 68% 71% 41% Family meals 59% 67% dinner and family meals, consistent used parsley when with the past wave. A large proportion Weekday meals 53% 49% cooking a new recipe of consumers use parsley when Quick Meals 52% 48%

cooking a new recipe. Weekend meals 46% 48% 34%, Wave 33

Typical Cuisine Cooked 80% 61% 60% 52% 54%

40% 27% 19% 18% 20% 14% 14% 12% 8%

0% Traditional Modern British Italian Indian Thai Chinese Middle Snacks Other Eastern Wave 29: Oct-15 Wave 33: Feb-16 Wave 37: Jun-16 Australian European Asian Other Cuisines

Q10. What cuisines do you cook/consume that use parsley? Q11. Which of the following occasions do you typically consume/use parsley? Sample Wave 29 N=205, Wave 33 N=201, Wave 37 N=200 : Indicates LOWER score than current wave. : Indicates HIGHER score than current wave. 136 Consumers prefer to use parsley with tomatoes and potatoes, consistent with past waves. Parsley is generally consumed raw, but is also popularly cooked in soups and stir fries.

Accompanying Vegetables

Tomato 55% Top 10 Cooking Styles Wave 29 Wave 33 Wave 37 lettu Raw 67% 66% 56% Potato 54% Soup 37% 46% 56% ce Stir frying 48% 37% 42% Slow Cooking 26% 25% 27% Baking 20% 16% 19% Onion 47% Frying 16% 14% 18% Mashing 17% 13% 17% Sautéing 21% 24% 17% carr Roasting 9% 14% 12% Carrot 45% ot Steaming 9% 14% 12%

Garlic 30%

Q9. How do you typically cook parsley? Q10a. And when are you serving parsley which of the following do you also serve together with this? Sample Wave 29 N=205, Wave 33 N=201, Wave 37 N=200 137

Knowing that parsley is grown in Australia is the most important provenance information for consumers. Both general provenance and Australian provenance slightly increased from the last wave.

Vegetable Average 6.6

Wave 29: Oct-15 6.9 8.5

Wave 33: Feb-16 6.8

Wave 37: Jun-16 7.0

Q14. When purchasing parsley, how important is Provenance to you? Sample Wave 29 N=205, Wave 33 N=201, Wave 37 N=200 138

Expected Consumers expect parsley to remain fresh for just over to stay a week once purchased. Expectations of the length of fresh for freshness remains relatively consistent with previous 7.7 days waves. 7.4 days, Wave 29 7.4 days, Wave 33

Expectations Met

Wave 29: Oct-15 3% 11% 12% 60% 13%

Wave 33: Feb-16 4% 12% 17% 55% 11%

Wave 37: Jun-16 4% 6% 19% 59% 12%

Never met Rarely met Met some of the time Met half of the time Met most of the time Always met

Q12. How long do you expect parsley to stay fresh for, once you have purchased it? Q13. How often is this length of freshness met when you buy parsley? Sample Wave 29 N=205, Wave 33 N=201, Wave 37 N=200 : Indicates LOWER score than current wave. : Indicates HIGHER score than current wave.

139

Parsley Product Launch Trends. There were 1853 products launched in the past three months that contained Parsley. Europe was the key region for launches, with UK and USA being the Parsley Global NPDs main countries. Flexible packaging remained the most common format. Launches were predominately in the sauces & seasonings and meals March – June 2016 categories.

Country Region

4% UK 12% 12%

USA 9% 13%

Brazil 8% 59% 13% France 7%

Germany Europe North America 7% Asia Pacific Latin America 1853 Global NPDs Middle East & Africa

Top Pack Formats Top Claims

No Additives/ 9% Preservatives 26% Ethical - 9% Categories 26% Environmentally 20% Friendly Package Sauces & Meals Microwaveable 20% 12% Seasonings 22% 24% 18% Ease of Use 17% Processed Snacks Products Low/No/Reduced 11% Allergen 16% Flexible Tray Tub Jar Carton 15% 141 Parsley Product Launches: Last 3 Months (March – June 2016) Summary

• A total of 1853 products containing parsley as an ingredient were launched globally in the last 3 months, which has declined since the previous quarter (2125).

• There were 45 parsley launches in Australia this quarter.

• Europe (59%) was clearly the top region for launches. Key countries for innovation were UK (12%), USA (9%), and Brazil (8%).

• Flexible packaging was the widely used format for launches (26%), followed by tray formats (18%).

• Top categories for product launches were sauces and seasonings (24%), meals and meal centres (22%), and processed products (15%).

• Core claims for product launches globally included no additives/preservatives (26%), ethical – environmentally friendly package (20%), microwaveable (20%), and ease of use (17%) . Source: Mintel (2016)

• The most innovative product was the Guacachip – guacamole flavoured tortilla chips, launched in Canada. Other examples of products can be found at the end of the parsley trend report. 7 The most active country for launches in the last 3 months was the UK, followed by USA and Brazil. 142 Parsley Launches 7 Sauces & seasonings and meals are the key categories for Country & Categories launches, followed by processed products and snacks.

Top Launch Countries Top Launch Categories

12% UK Sauces & Seasonings 24%

9% USA Meals & Meal Centers 22%

Processed Fish, Meat & 15% 8% Brazil Egg Products

7% France Snacks 11%

7% Germany Soup 7%

5% Poland Side Dishes 5%

4% Spain Bakery 4%

4% Japan Dairy 3% 1853 Launches 4% Italy Fruit & Vegetables 2% Globally

3% Canada Juice Drinks 2% 7 Flexible was the primary format of choice of 143 Parsley Launches packaging. Trays and tubs were also common Top Claims & Pack Formats Used formats utilised.

7 No additives and preservatives was the key claim used globally, with environmentally friendly packaging and microwaveable also popularly utilised claims.

Pack Formats Used Top Claims Used

Flexible 26% No Additives/Preservatives 26%

Ethical - Environmentally Tray 18% 20%

Friendly Package Global

Tub 12% Global Microwaveable 20%

Tray 25% No Additives/Preservatives 22%

Ethical - Environmentally Flexible 23% 21%

Friendly Package Europe

Tub 12% Europe Vegetarian 17%

Flexible 29% No Additives/Preservatives 35%

Flexible stand-up pouch 12% Microwaveable 32%

North North North North America Tub 11% America Kosher 29% Innovative Parsley Launches: 144 L3M (March – June 2016) Natural Polyphenol Antioxidants

El Sabroso Original M&S Meal for One Tomato Harvest Creations by M&S Spirit of Summer BBQ Guacachip Guacamole & Basil Spaghetti Tampa Maid Breaded Pickle Grill Seabees in a Corn Husk Flavoured Tortilla Chips (France) Chips with Tiger's Milk Dressing (Canada) (USA) (Ireland)

M&S Meal for One Tomato & Basil M&S Spirit of Summer BBQ Grill Seabass in El Sabroso Original Guacachip Guacamole Harvest Creations by Tampa Maid Breaded Spaghetti comprises Italian spaghetti in an a Corn Husk with Tiger's Milk Dressing Flavoured Tortilla Chips have been Pickle Chips are now available. These Italian plum tomato, basil and extra virgin comprises a butterflied seabass wrapped in repackaged with a new look. These tortilla crinkle cut dill pickle chips coated with olive oil sauce, garnished with fresh parsley a corn hush with chargrilled corn, coriander chips are described as a combination of the seasoned flour and panko style and parmesan cheese. The microwaveable and a chilli and lime dressing. The mild great taste of a savoury corn snack with the breadcrumbs may be baked or fried. This product is suitable for freezing and retails in product is ready to cook, suitable for buttery, rich flavour of avocado dip. The product retails in a 32-oz. pack and includes a 400g partly recyclable pack featuring the freezing, and retails in a partly recyclable zesty snack is said to taste great right out of 4-oz. of Remoulade sauce. FSC logo. 281g pack. the bag or can be dipped in a dip mix or guacamole. These chips are flavoured with real avocado and retail in a 340g pack.

Claims: Claims: Claims: Claims: N/A Microwaveable, Ethical - Environmentally N/A Seasonal, Ethical - Environmentally Friendly Friendly Package Package, Ease of Use

Source: Mintel (2016) Innovative Parsley Launches: 145 L3M (March – June 2016) Natural Polyphenol Antioxidants

M&S Thai Coconut Chicken Iberia Whole Parsley Dennree Organic Alpine Sainsbury's Garlic & Crisps (Venezuela) Herb Cheese Slices Parsley Basted Whole (Ireland) (Croatia) British Chicken (UK)

Sainsbury's Garlic & Parsley Basted Whole M&S Thai Coconut Chicken Crisps are Iberia Perejil Entero (Whole Parsley) has Dennree Ekoproizvod Sir Alpenkrauter British Chicken contains added water and is made from the finest ingredients, 100% been repackaged in a newly designed 15g (Organic Alpine Herb Cheese Slices) are topped with garlic and parsley butter. It is natural flavours and Sun Kernel oil, which is pack. The product is suggested to be used sliced semi-hard cheese with 50% milk fat in suitable for home freezing, and retails in an higher in monounsaturated fats and lower in in potato crepes, meats, salads and more. dry matter and made from pasteurised milk saturated fats. The product suitable for and milk cultures. The naturally lactose-free 1.375kg pack. vegetarians and retails in a 150g pack. product retails in a resealable 150g pack featuring the EU Green Leaf and BIO logos.

Claims: Claims: Claims: Claims: Vegetarian, Low/No/Reduced Saturated Fat N/A Organic, Low/No/Reduced Allergen, Convenient Packaging, Low/No/Reduced N/A Lactose

Source: Mintel (2016) Innovative Parsley Launches: 146 L3M (March – June 2016) Natural Polyphenol Antioxidants

Stella Fried Calamari Asda Grower's Selection Soso Premium Sea Salt & Spar Premium Grilling Flavoured Popcorn with Herby Wedges Herbs Butter with Herbs & Spices Extra Virgin Olive Oil (UK) (Denmark) (Austria) (India)

Spar Premium Grill-Butter (Grilling Butter Stella Fried Calamari Flavoured Popcorn Asda Grower's Selection Herby Wedges Soso Pink Havsalt med Urter (Premium Sea with Herbs & Spices) is now available. This with Extra Virgin Olive Oil is said to feature have been relaunched with a new brand Salt & Herbs) is now available. This hand Johanna Maier edition premium product the timeless taste of the sea. It is gluten-free name, previously known as Asda Simply harvested, unrefined salt contains no additives contains 78% milk fat, 1.2% spices and and wholegrain, and contains no animal Spuds, and retail in a newly designed 700g or gluten, and retails in a 100g pack. 0.7% herbs. It is said to refine grilled beef, parts, MSG, preservatives or artificial pack, providing four servings. These potato pork, chicken, turkey, fish, prawns, potatoes colours. The all natural vegetarian popcorn wedges in a herb dressing are suitable for and vegetables as well as a toasted retails in a 70g pack. vegetarians and can be cooked in 50 baguette, and retails in a 100g pack. minutes.

Claims: Claims: Claims: Claims: No Additives/Preservatives, All Natural No Additives/Preservatives, Premium, Vegetarian Premium, Limited Edition Product, Vegetarian, Gluten-Free, Gluten-Free, Low/No/Reduced Allergen Wholegrain, Low/No/Reduced Allergen, No Animal Ingredients

Source: Mintel (2016) 147 Top Australian Parsley Launches: L3M (March – June 2016)

Mary's Gone Crackers Thins McCormick Grill Mates The Real Homestyle Soup Coles Made Easy Australian Kale Snack Crackers American BBQ Classic All Aussie Angus Beef & Ale Chicken, Parmesan & Garlic Parcel Star Burger Seasoning with Parmesan & Garlic Sauce in Soup Flaky Puff Pastry

La Famiglia Kitchen Just For Red Rock Deli Special Edition Deli Cucina Del Nonno Napoli & Smith's Duos Limited Edition 2 Garlic Loaf Style Roast Tomato, Basil & Basil Beef Ravioli Chicken & Honey BBQ Sauce Bocconcini Potato Chips Flavoured Crinkle Cut Potato Chips

Source: Mintel (2016) 148

In the Media. 149 General Vegetable News (March – June 2016)

 Many Australians either do not wash their fruits and vegetables, or do not know how to ‘properly’ wash them. So, how do we wash our fruits and vegetables ‘properly’ then?  The first step to ‘properly’ washing fruits and vegetables according to Dr Lisa Szabo, CEO NSW Food Authority, is to ensure you yourself have good personal hygiene habits. This includes washing hands with soap and water, as well as drying thoroughly. “Most fruit and veg needs to be washed before use,” says Dr Szabo. “Wash with cool tap water immediately before eating – if you wash it then store it in the crisper, the water can actually lead to more contamination and bacteria.” Dr Szabo asserts that pre- bagged lettuce or spinach that claims to be washed already can be used without further washing.  Another common mistake is to prepare fruit and vegetables on the same chopping board as raw meat.  For fruit and vegetables with hard skins, try using a hard- bristled brush to wash away excess dirt. Bruised or damaged areas should be discarded as bacteria can grow easily in these areas.  Especially in Australia, the risk of becoming sick from fruit and vegetables is still very, very small. The favourable growing conditions and excellent standards for food and hygiene minimises the need to be concerned about our fresh fruits and vegetables.

Source: www.goodfood.com.au Commodity News 150 (March – June 2016)

 General Mills Inc. have  A start-up company in the  A machine being developed by  Green beans are in short revealed that they will be United States called Sonoma Fraunhofer and industry partners supply around Australia, with introducing Pumpkin Spice Brands has launched a range will make automated, selective prices at levels that have never Cheerios later this year. The of bottled and chilled soup harvesting possible in the future. been seen before. Restaurants cinnamon-laced flavour has products. around the country are paying become a popular culture  As cauliflower heads are hidden high prices in order to keep phenomenon on its own, being  Branded as Züpa Noma, the beneath numerous leaves, it them on the menu. used in everything from M&Ms soup is a convenient, on-the-go makes it difficult to harvest to Jell-O products. meal replacement or snack. It cauliflower. This means that  Justyn McGrigor from Murdoch will be sold as a single serve or pickers have to pull back the Produce stated that “it all protective leaves to look and  The company hopes that the family-sized option which decide whether the cauliflower is comes down to the cold Pumpkin Spice Cheerios will comes in six flavours. These ripe for harvesting. weather and the rain. It hasn’t help lift the appeal of cereal in a include Organic Carrot Coconut stopped [supply], but there’s not intensely competitive breakfast Lime, Organic Tomato  The ‘VitaPanther’ machine will as much coming through.” market. Gazpacho, Organic Yellow harvest cauliflowers just as Pepper Habanero, Organic selectively as human workers  Mr. McGrigor also said that  The product will be released on Beet Orange Basil, Organic would. A prototype will be there were no signs of the Labor Day in the United States Tomatillo Jalapeno, and finished and tested in 2017. supply improving quickly. this year. Organic Cucumber Avocado Fennel.

http://www.bloomberg.com/ http://www.fooddive.com/ http://www.foodprocessing.com.au/ http://www.abc.net.au/ Commodity News 151 (March – June 2016)

There was no Broccolini specific  A new hydroponic cultivation  Parsley and dill could stave off news to report this wave. system, called MINICAMP, will cancer as they contain chemicals be launched this month, making that help to prevent tumours from forming. According to scientists, it possible to cultivate a wide range of fresh vegetables or when molecules from both herbs were combined, they turned into a flowers at home. compound (glaziovianin A) already known for its anti-cancer properties.  MINICAMP consists of a hydroponic cultivation table  Drug developer Professor Alexander which doesn’t need any kind of Kiselev, of Moscow Institute of substrate as the nutrients needed Physics and Technology, said ‘we by the plants are supplied by have developed a simple method for means of a closed loop system. producing glaziovianin A and its structural analogs - which inhibit the growth of tumour cells - from a cheap  MINICAMP is intended for crops raw material.‘ such as vegetables (silverbeet, lettuce, spinach, celery), herbs  They hope glaziovianin A from (parsley, peppermint, thyme etc.) parsley and dill could help develop or flowering plants (carnation, new medicine that can be used as gerbera etc.) anti-cancer drugs in future.

http://www.freshplaza.com/ http://www.freshplaza.com/ 152 Background 153 & Setting the Scene.

There is an increasing need in Australia’s Horticulture Industry to monitor and gauge consumer perception and behaviour in relation to fresh vegetables.

Colmar Brunton has been contracted to conduct a monthly online tracking project following specified vegetables across a three year period; monthly trend analysis; and additional ad-hoc projects to assist in this understanding of consumers.

The following report is designed to supplement an online Interactive Research Tool (IRT) and details the findings of the monthly online tracking program and trends analysis components.

This wave’s report (Wave 37, June 2016) focuses on: 1 Pumpkin 1 Carrot 1 Cauliflower 1 Beans 1 Baby Broccoli 1 Silverbeet 1 Parsley

This project has been funded by HIA using the vegetable levy and matched funds from the Australian Government. 154

Online Methodology. General Respondent Questions

 Respondents are recruited via an Online Panel. If the Demographics respondents meet the recruitment requirements of sufficient vegetable consumption (monthly) they are asked to complete the online questionnaire. Vegetable Consumption

 All respondents complete general demographic and consumption questions. If respondents purchased any of the specific commodities within the last month they then complete 1/7 Commodities those questions. A minimum of N=300 respondents per commodity completed the questionnaire. Commodity Specific Questions  Topics covered in the questionnaire are vegetable purchase and consumption, category health, price and value perceptions, Category Health triggers and barriers to purchase and preparation and cooking preferences. Purchase & Consumption Habits  An additional 2 ad-hoc questions are asked at the end of the questionnaire. The subjects of these questions are supplied by Price Perceptions & Average Spend Horticulture Innovation Australia prior to each month to get feedback on topics of interest at that time. Triggers/Barriers to Purchase

 The questionnaire takes 15 minutes to complete. Preparation Preferences  Questions asked appear on the bottom of each page of this report. Unless stated otherwise, all scales were 0 -10 scales, with higher scores indicating greater agreement/liking/importance etc. + 2 Ad hoc Questions per Month 155

Beans Carrot Cauliflower Pumpkin Baby Broccoli Silverbeet Parsley n=306 n=306 n=304 n=302 n=205 n=201 n=200 Gender Male 37% 35% 37% 35% 46% 30% 26% Sample. Female 63% 65% 63% 65% 54% 70% 75% Age Respondents represented most 18-24 y.o. 25% 25% 24% 24% 2% 1% 4% states and territories, as well as both metro and rural areas. 25-34 y.o. 10% 10% 10% 11% 7% 5% 12% 35-44 y.o. 14% 13% 13% 11% 8% 10% 11% Demographic information about age and household structure was also 45-54 y.o. 12% 14% 16% 17% 14% 17% 21% collected to examine differences 55-64 y.o. 20% 19% 18% 18% 33% 34% 29% between life stages. 65+ y.o. 18% 19% 19% 20% 36% 32% 25% To qualify for the questionnaire, Household respondents... Single Income no Kids 28% 30% 27% 24% 23% 16% 18% 1 Were aged 18 years and over Double Income no Kids 16% 16% 13% 16% 18% 13% 19%

1 Purchased fresh vegetables at Young Families 8% 12% 11% 10% 8% 8% 9% least once a month Established Families 25% 22% 24% 26% 15% 21% 22%

1 Purchased at least one of the Empty Nesters 22% 21% 24% 25% 36% 41% 34% monthly commodities (pumpkin, Location carrot, cauliflower, beans, baby New South Wales 19% 20% 16% 19% 16% 14% 21% broccoli, silverbeet, parsley) Victoria 19% 19% 20% 17% 22% 17% 16% within the last month South Australia 19% 18% 16% 19% 16% 17% 18% Queensland 20% 20% 19% 21% 23% 18% 13% 1 Were the main or joint grocery Western Australia 14% 11% 21% 16% 12% 18% 22% buyer Tasmania 4% 7% 3% 6% 6% 12% 6% Australian Capital Territory 5% 5% 3% 3% 4% 2% 5% Northern Territory 0% 1% 1% 1% 1% 0% 1% 156 Trends Research: Our Approach

9 Colmar Brunton has used a combination of both desk research and in the field market research to explore the trends of each vegetable commodity being tracked this month.

9 Our main source of secondary data for this report was collected from Mintel Global New Products Database (GNPD).

9 This data source is used to analyse products launched around the globe in the last 3 months (L3M) that contained each vegetable being tracked as a core ingredient.

9 Trends are determined at a global and regional level.

9 Claims and pack types used for the launched products are explored and the relevant product categories are determined. Specific examples of products being launched around the globe that are particularly innovative are displayed for reference.

9 Trend reports are provided monthly and will reflect the 7 commodities tracked in the preceding period. Product Launches Last 3 Months (L3M) See below for the format that will be used to summarise the trend data collected for each How to Read Summaries commodity.

Country Region

4% USA 12% 5% 28% 15% UK 12% Commodity Top countries where What regions new Germanyproducts10% were products were

South Korealaunched.8% launched in. 48%

Canada Asia Pacific Europe 4% North America Middle East & Africa Number339 Launches of Launches Globally Latin America L3ML3M

Top Pack Formats Top Claims

No 35% 18% Additives/Preservatives Top Categories Low/No/Reduced Allergen 20% 6% 50% Top claims made by Top 7%pack formats used Snacks Bakery productsOrganic that19% were for7% products. Top28% categories 11%that launched. 12% products were Vegetarian 18% Breakfast Dairy Flexible Tub launched in. Carton Flexible stand-up pouch Cereals 6% Gluten-Free 18% Bottle Other 8%